Aug 2007 Article – Microsite Mania
Published: August 06, 2007
Microsite Mania – Stop the Madness!
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It is official, all agencies are now digital agencies and brands are under siege… John Baker, Managing Partner at OgilvyOne, speaks out.
Advertising agencies are building brand experiences, sales promotions houses do games to drive in-store trial, PR agencies are building blogger outreach toolkits and DM agencies launch campaign microsites driving name acquisition and conversion to sales. The message has been heard — everyone realises digital marketing is important and everyone is proposing a microsite as part of their work.
The problem is that websites are persistent.
After the campaign has grown old and both the clients and the agencies moved on, the microsite remains. The flash animations play even if the promotion has long ago closed. The copy is served up even if the headline has nothing to do with the current campaign running. The webservers don’t know the online advertising impressions were all used up months ago and people aren’t clicking through as part of a “consistent campaign experience.” Someone asks them to display their message and they do.