October 29, 2021

Could you use a microsite for your next campaign?

OCTOBER 2021 NEWSLETTER

iMac and silver Macbook on a white table

Hello there,

We’re huge fans of microsites at Avion because they’re often so much fun to work on. Building a microsite gives you a standalone website with its own URL. While still a bit of an unknown tool, marketers and brands are cottoning on to the benefits and freedoms that come with microsites.

What’s the difference between a subdomain and a microsite?

A quick explainer: a subdomain can often have different branding or functionality to the main website, while still sharing the same URL.

Below is a subdomain URL used by Facebook for a blog it runs about design. Notice the ‘design’ in the URL comes first. This indicates a subdomain.

design.facebook.com

A microsite is an entirely different website to its parent company or brand.

Below is a microsite for a campaign run by Adobe. It has an entirely different URL to Adobe’s main website.

mycreativetype.com

Microsites help a campaign stand on its own

One of the main benefits of a microsite is using it to position a campaign, tool or new product on its own. This can give you greater freedom across how you plan and execute your marketing. For instance, you can have a standalone blog that focuses entirely on what’s featured on your microsite, allowing you to build up more targeted content.

Enjoy greater freedom with your branding

Something we encounter when working with marketing teams is a constraint on branding development for a campaign. Marketing teams may have something new they’re releasing and have company-wide agreement on a fresh approach. However, building something so new and different within the company’s existing website can create issue—whether it be functionality restraints or branding conflicts—and limit the potential for the campaign’s success.

Build quickly and cheaply

Microsites are quick, cheap and easy to build. They can be opportunities to experiment with branding, functionality, tone of voice, design and more. This freedom to experiment is why microsites are a go-to for brands who are open to new ideas and experimenting with what’s possible. And of course, they can link seamlessly to the brand’s main website as a promotional tool.

Are you thinking of building a microsite? We can help work with you and designers to shape the message you want to tell. Contact us to discuss your project.

Doug & the Avion team

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