A really compelling session I attended at Ad:Tech Sydney (#ATSYD) was ‘Social Media Campaign vs. Commitment: the implications of developing your social media strategy for long or short term’. Where Karen Ganschow, Executive Director or Relationship Marketing for Telstra said, “The microsite is dead”.
The conversation started around the increasing popularity of Facebook. Ciaran Norris, head of Social Media Mindshare UK, who was leading the session, mentioned that the largest UK Advertiser is now spending more media dollars on Facebook, over Google.
The discussion followed on to big brands and their approach microsites. The general consensus was that key platforms like Facebook are the target for campaigns, because that’s where the customers are. Interestingly, many of the panel and audience were relieved; Ciaran Norris actually said, “Microsites are like crisp packets on the pavement of the internet”.
I see this a very valid point, why do we spend massive dollars on creating standalone sites as information for campaigns. Why not just take the campaign to the audience?
COMMENTS