Skip main navigation
We use cookies to give you a better experience, if that’s ok you can close this message and carry on browsing. For more info read our cookies policy.
We use cookies to give you a better experience. Carry on browsing if you're happy with this, or read our cookies policy for more information.
Microsite Marketing
Magnifying glass over hand held device

Microsite marketing

At this stage, you have probably started to think about, plan or even launch your branded website – so let’s put some thought into the development of a microsite for your online business.

A microsite is a branded site that exists outside a company's primary website and URL. Whilst associated with the parent company, a microsite has its own content as a subdomain of the parent site. For example, when Domino's Pizza announced their new Chevy Spark pizza delivery cars in the U.S., known as DXPs, they launched a dedicated microsite for DXP .

Comprised of various classifications, online businesses can use a microsite to:

  1. Drive a specific campaign for a specified period of time - just like Domino’s did to introduce their DXP delivery cars.
  2. Evoke a specific call to action - a charity might use a microsite to inform their audience of a particular charitable campaign and encourage them to to donate, volunteer or contact their local government representative.
  3. Publish content frequently and indefinitely - EmojiTracker.com is a good example- it conducts real-time tracking of all emojis used on Twitter.

A microsite is an effective way for a small business to deliver targeted messages for various topics, products or campaigns. It can:

  • Boost SEO and SEM where the microsite has been set up for a unique and specific purpose
  • Provide easy user navigation with responsive design
  • Enhance online presence, including reach and awareness
  • Track marketing campaign outcomes
  • Provide extra value for the brand
  • Enable content to be delivered free from existing congestion in the primary website.

However, there are some limitations to the development of a microsite including:

  • High risk of confusion with different platforms for users to interact with.
  • Additional resources needed for development and execution.
  • Limited lifespan (depending on the type of microsite developed).

Whilst the development of microsite marketing will demand additional resources from your online business, take a read of Aitom - Why a microsite to see if this would be a viable option for your business.


Activity

You have learned some of the advantages and disadvantages of developing a microsite. Thinking about some of your favorite companies, identify a company that uses a microsite marketing strategy and answer the following:

  • How does the microsite relate to the parent company?
  • Do you think it is an effective use of the company's resources?

Post your ideas in the Comments section below.


Share this article:

This article is from the free online course:

Online Business: Digital Marketing for Success

RMIT University

Contact FutureLearn for Support