CHAPTER 11

Driving Traffic to Your Microsite

The specific purpose of any given microsite may be as individual and unique as the site itself. The site’s intention may be to educate and inform its visitors about a product or to simply entertain them with games and videos while exposing them to your client’s brand. However, there is always an underlying objective of any microsite created within the advertising domain: brand/product awareness and interaction. When users come to your client’s microsite, they should be able to later recall whose site it was when they think of it. If they do remember (and they remember for the right reasons), the site was a success. But before they can remember your client’s microsite, they need to be told it exists, ...

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