Firms 'increasingly looking to micro sites'

15/07/2008

Businesses are waking up to the potential benefits offered by brand-specific micro sites, according to reports.

Livemint.com notes that an increasing number of companies are looking to e-commerce web design to construct sites focused on particular products, services and brands.

Some are linking the sites to their mainstream ad campaigns, while others are utilising micro sites for search engine marketing purposes, according to the news source.

Prasanth Mohanachandran, digital services executive director at Ogilvy and Mather India, remarked: "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."

Popular US footwear manufacturer Converse recently launched a micro site campaign with a twist, Adweek reports.

The company has constructed a series of mini sites that are linked via a navigation scheme that can be compared to that of website recommendation service StumbleUpon.

Each site offers a unique experience for users, ranging from spelling contests to video clips.