Day 26: Well of course it is. Microsites have more definitions than Carters has pills. Incredibly, some definitions insist that a microsite be part of a larger site. What? Others proclaim a microsite must be temporary? Double what? And still some definitions assert that a microsite isn’t a microsite unless it’s a web page or a very small cluster of web pages. Really?

Here’s what we believe a microsite is. It must have a separate URL. There must be a primary website associated to the microsite, if there isn’t then the microsite graduates to website status. It must have a singular product, service or cause focus. Whether the microsite links to the primary site or not is irrelevant. It must serve a very particular demographic that is not readily served from the primary site. Lastly, who really cares?

I’m amused that the American Advertising Federation (AAF), of which I’m a member in good standing, an American Advertising Awards judge, and a chapter Past President has an awards category for microsites. I’ve judged a lot of them and don’t recall ever seeing an entry in the microsite category that wasn’t anything short of a full-scale website. No wonder there’s confusion, not even our own profession can get it right.

By and large I steer clear of microsites, although we just launched one for a wonderful client, Nicolet College, that’s recruiting from a very narrow demographic who would not be well served by the primary site. Check it out at www.notyourfathersfactory.com. And by the way, many microsites fail to deliver because they’re not specifically fueled to drive traffic. Not this one. This is promoted through TV and radio spots, direct marketing, digital advertising, social media and public relations.

Hey, should we talk about macrosites? Not now. I’m looking forward to something far more interesting.