This morning eMarketer published an article titled Microsites Still Have Marketer's Attention. "If you build a microsite, they will come, they will engage and you can get the data to prove it."

I'm not so sure that "they will come" is a given, but if you're generating clicks from online advertising or social marketing campaigns, you already have traffic. The question is do you want to send them to a plain old landing page (POLP) or something a little more impressive, such as a microsite?

The evidence is that microsites are great for engagement.

The stat that I found most interesting in eMarketer's article was their reference to a MarketingSherpa survey on viral marketing tactics from April 2007. "Cool microsites" won out over online games, video clips, audio clips, offering e-cards, etc. Over 37% of 2,914 experienced viral marketers said they got "great results", while a mere 10% reported "dismal results". It was the highest spread between good and bad of any technique.

"With interactive advertising, the consumer must be presented compelling content to draw him or her into the interaction. The consumer must be engaged."

We couldn't agree more. That is what post-click marketing is all about.

-- Scott Brinker