Wikipedia says “an individual web page or cluster of pages which are meant to function as an auxiliary supplement to a primary website. The microsite's main landing page most likely has its own domain name or subdomain. They are typically used to add a specialized group of information either editorial or commercial”. Nice!
Idealogy’s take on the ubiquitous microsite is that it provides a powerful but intimate communications hub for integrated communications campaigns and our client Mettler Toledo Product Inspection Division have chosen it as the tactical heart of each of their Technology, Product or Service based forays into B2B marketing.
Working effectively alongside Mettler Toledo’s PI SBU Marcomms teams with development schedules often in days and weeks rather than months, Idealogy have used compelling imagery and content to build a series of highly functional microsites that utilise animation, web-enabled information links, with publication downloads, product technical data and offer-based incentives for database refreshing. It’s a combination that has been used successfully on a number of key Mettler Toledo marketing events;
Glass in Glass Inspection http://www.glass-in-glass.com
Pharmaceutical http://www.mt-onecure.com
Harsh Environment http://www.mt-adapt2survive.com
and Ready Meals http://www.mt-dontspoilit.com
Each microsite provides a vivid shop window for Mettler Toledo’s broad technical offering, covering their X-ray systems, Metal Detection and Checkweighing capabilities, and linking disparate techniques in a seamless, totally integrated and multi-lingual way. Conventional campaign tools like PR, Direct Mail, Brochures, Advertising and E-mail releases are used to drive traffic to the microsite domains. And the concept is working. Visitor numbers and lead generation are significantly up on more conventional marketing routes and the microsite, as a cornerstone of Mettler Toledo Product Inspection’s communications strategy, looks like it is here to stay.
Posted by Paul Wright
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