Still legs left in the microsite concept
This new study from Keynote Competitive Research, via eMarketer, should be of special interest to movie marketers. It shows that highly interactive microsites are good for use as ways to build user loyalty.
According to the research, microsites had the highest rating among marketers as a tool to return “great results,” with 37 percent of those responding saying they liked what they saw with their microsite executions. That compares to the just 10 percent who say microsites returned “dismal results.”
As you move down the line on the “viral” (yeah, I know) tactics and their efficiency you’ll see the interactivity of the tools drops as satisfaction, which is correlated to the user experience, drops.
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[...] For a more detailed critique on whether to go viral or not and the benefits of a microsite, see here and here. [...]