Companies 'increasingly boosting brands with micro sites'
Internet Marketing
15 July 2008
More micro sites are being built by businesses looking to capitalise on consumer engagement with their brands, according to Livemint.com.
The news source reports that many firms are now looking to plug individual brands and products by creating dedicated websites that can be linked to other parts of an overall ad campaign.
Prasanth Mohanachandran, digital services executive director at Ogilvy and Mather India, told the website that businesses are increasingly waking up to the rising popularity of search engines like Google and Yahoo! to find product information, leading to the rise of micro sites.
He said: "It's about an attitudinal shift from browsing to searching ... Such micro sites get smaller things, such as features of a brand, optimised and showcased better."
According to Adweek, footwear firm Converse has recently begun an ad campaign incorporate a number of micro sites with their own web addresses that are linked to each other and provide a unique experience on each one.
For example, one such micro site combines a spelling bee with paid search ads, while other sites feature quirky animations and videos.
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