The Return of the Microsite
In 2007, microsites were all the rage. Manager after manager was rushing to put out some clever vanity URL with select content. Slowly, they faded from the mainstream.
In 2012, they are back and with good reason. I’ll focus on two good reasons microsites are returning.
Reason 1 – Technology
For many asset managers’, sites grew larger and increasingly complex to manage over the last five years. That natural growth has made the site structure, maintenance and organization more rigid. Microsites offer more flexibility. For instance, mobile optimization for an entire site may be a 2-year project. For a 5-page microsite, it can be built into the development requirements. Similarly, adding video, tools, interactive infographics into a large, in-place content management system may be expensive. Those issues will not exist in a microsite.
Reason 2 – Supporting a Campaign
For asset managers with a specific campaigns, a microsite can more effectively provide support that campaign. Many traditional Web sites organize products, thought leadership, and tools into separate silos; a microsite can enable relevant product, thought leadership, & tools to interact contextually and compactly.
No doubt, there are additional reasons to consider microsites. Considering these two reasons, I think three prominent industry microsites could be considered effective. What do you think? Send us an email or comment to let us know your thoughts.
- Oppenheimer – Globalize Your Thinking
- BlackRock – Investing for a New World
- RidgeWorth – Efficient Advisor