The greatest advantage of social media marketing is that you don’t have to bring people to your website to advertise to them. With a growing segment of internet buyers finding what they need where they already are, namely social networks like Facebook, the old goal of pulling people to their advertising microsites is swiftly being replaced by the new goal of pushing advertising to the people.
The “old” model was to create a small website or even a page on a current website that highlighted a product or service. Information, calls to action, links to reviews — all of these things added value to the websites because they generated leads and sales for a relatively low amount of money. Fewer people are going “out” to see this data since it is being served to them on their social networks, via email, via mobile advertisements, and even on their homepages.
As the markets heat up, are we seeing the end of microsites?