Recently I have seen two brands announce that they will no longer be creating campaign microsites and moving their efforts to social media. An interesting move and something that may change agency land. Over a year it is hard to even imagine the money spent on microsites and if I was writting this at my desk rather than on the tube, could probably find a stat for that.
Anyway, so why? Is it a case of fishing where the fish are? Taking the brand to the customer. If this is the strategy is it does make sense. The question will be will brands be happy to do this and in some cases have less of a ‘brand experience’? Relationships over the looks, strategy before creative.
Another topic along the same theme that caught my eye was that apparently this is the year of social media… with brand owners directing marketing budget to this tool. As long as we are responsible and create campaigns that are relevant whilst adding value, this can only be a step in the right direction.
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