The benefits of targeted marketing
Campaign microsites are high impact focussed websites that can be tactically deployed to fulfil a tailored business objective such as promoting an event, data collection or complementing a specific offline ad campaign. They are best used when you want your target audience to do something specific as a result of the campaign, hence are well suited to direct campaigns with a strong call to action.
They are also useful when you want to try something that perhaps is different from your usual corporate marketing approach or if you want to target a different audience. Campaign microsites get straight to the point and allow your message to speak above all the messages that are on your corporate site.
A good campaign microsite will engage with its target audience and provide the marketing message in a succinct package. When done well they provide an extremely cost effective advertising media, which allows you to easily track activity to calculate the exact return on your investment. If they are fun to use and have tangible value to the audience then the reach can grow exponentially as people talk about them and circulate them. The Holy Grail for microsites is to go viral...if that happens you can just sit back and admire the volume of responses and sales they generate.