Robert Beerworth Team : Web Strategy Tags : Business

SecureTelecom utilises microsites for targeted direct marketing

Robert Beerworth Team : Web Strategy Tags : Business

We have recently completed a small microsite (Frame Killer) for client and business partner, SecureTelecom (Brennan IT).

The microsite was designed to support a telemarketing campaign promoting SecureTelecom’s Private IP product; the telemarketing campaign targeted medium Australian organisations with three or more offices, nationally.

The microsite is an excellent example of why and how a microsite should be developed: the microsite has a single, narrow and well understood purpose, and it is message-focused with clear navigation and continual calls to action, soliciting potential clients to make contact through the microsite.

Microsites provide an inexpensive and effective means for educating and capturing potential customers and clients. They help reinforce branding, and demonstrate a genuine interest by the organisation in delivering relevant, targeted and often personalised content; this impresses users.

Microsites can be accessed either through their own URL (often with the same title as the broader campaign (e.g. (A product promotion microsite developed by Wiliam for Alcon), content can be managed through a content management system, full reporting is available and if planned, microsites can be modularly build, allowing for economies of scale in developing further microsites.

Research has shown that web advertisements and promotions that link directly to either a dedicated Splash Page or microsite, experience far higher enquiry rates, when compared to those web advertisements that link only to an organisation's homepage.

Microsites can be used to support offline and online promotions and advertising campaigns.

Wiliam is a designer and developer of websites and microsites.