Death of the microsite a casestudy: Bonds Art Attack
The microsite is dying, only most clients and (traditional above-the-line) agencies have not woken up to this yet. Adam Ostrow asks Is Social Media making corporate websites irrelevant? I agree with him and with We Are Social and say microsites are being killed off by social media (and search). Even David Armano just killed his website. Microsites are usually part of the silo’d channel marketing that clients (and some agencies) seem to love. So to have a brand campaign, you put out a TVC, some print ads, outdoor and then online is just the tacked on afterthought – and its usually the “matching baggage” banner advertising, and the microsite. Microsites exist because of a need for a campaign extension: a place to enter a competition, a place to go to when you’ve clicked on a banner to “find out more”, sometimes it’s a story that continues on from a television commercial. Except in most cases there’s not enough story to keep people hanging around to engage at all.
