Micro brand sites 'gaining popularity'

Category: Ecommerce

July 15th 08, 09:02

Companies are increasingly building small-scale websites dedicated to particular brands and products in a bid to boost customer engagement.

This is according to livemint.com, which reports that a growing number of firms are creating ads that link to these micro sites in efforts to capitalise on the initial interest a campaign might generate and to aid consumers in finding the information they need on the product or service.

Furthermore, the growing importance of the likes of Google and Yahoo! to both consumers and businesses is also prompting firms to look at the benefits of micro sites, the website states.

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

The music sector is increasingly making use of micro websites to market particular albums and tracks, according to podcast portal Divvycast.

Such sites are generally supported by a variety of ads and incorporate embeddable social networking widgets to help fans spread the word, the company said.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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