Leveraging Microsites to Offset the Amazon Threat

In e-commerce competition is fierce, and it can be difficult to stand out, excel and do something that others don’t.

A single retail website no longer cuts it in the real world. With Amazon sucking up a whooping 40% of all online trade (and growing fast) you need to move to a multi-channel approach now.

Multi-channel retailing is an e-commerce selling strategy that targets customers on various channels beyond a company’s main website. Multichannel retailing has evolved beyond promotion to include multichannel selling directly to consumers on social media and marketplaces.

“Once you are everywhere you need to be everywhere else. Microsites should be your weapon of choice.”

• The rise of microsites…

Unlike regular websites, microsites tend to be rather simplistic and easier to navigate. This isn’t to say they won’t make you want to poke around for a while, though. In fact, the really great ones do just that.

A microsite is an individual web page or small cluster of web pages that act as a separate entity for a brand. A microsite typically lives on its own domain, but some exist as a subdomain.

“They say the best things often come in small packages. I say better things come in lots of packages.”

Microsites can be used to achieve a number of things. For example to highlight a specific campaign or target specific buyer personas. Or tell a short story, or to inspire a specific call-to-action.

And the best thing about microsites? They convert well. And they can be driven through social media advertising to great effect.

Get some micro in your mix or get left behind.