The “Microsite” is becoming recognized as a part of a website dedicated to a specific subject. It is a separate section or a separate website, sometimes with its own domain name. Microsites are set apart in that they have a rich media component like video, flash, or audio.
A new concept developing over the last year or two, it is now the subject of more research. One such study among marketers finds that the Mircosite is being used as much as video in specialized pitches, product demos and other short term information. This is somewhat surprising as online video has been well excepted among both marketers and buyers.
RedFusion Media builds Microsites generally for specialized media and subject. Examples include online personalities that guide the user through filling a form, or making an online sales pitch. This is particularly effective as the video can be both the demonstrator and closer. Additional questions can be referred to a FAQ section, technical specifications section or any possible objection to the close.
Our experience shows increased completion of forms and signups for service. Microsites, while not really very different from the Website, may become another hot trend, in that it is a way to work on a specific subject in an intense way without effecting the general Website. Microsites can also be built by outside vendors for larger corporate Websites without engaging the webmaster for creative, a task that most marketers find compelling to get the product they envision.
See http://www.emarketer.com/Article.aspx?id=1006226 for the full article.