When you’re working with an integrated marketing agency on a new product launch, you should expect a campaign that’s results driven.

As online marketing strategies continue to evolve, the development of microsites has proven to be highly effective. Microsites are an auxiliary to your company’s primary website, with the main distinction being that microsites are often focused on a specific product or content theme.

Whether functioning as an independent website or as a subdomain, microsites can be utilized to further a range of strategic objectives during a product launch. In addition to supporting sales efforts, microsites help to open distributor channels, generate industry awareness, boost search engine optimization (SEO) efforts, and sculpt a unique, ownable brand image.

Microsites realize their full potential when used to complement other multi-channel marketing efforts by presenting relevant and in-depth information about a particular product. Ideally, your agency partner should develop a campaign that aligns strategy and messaging both online and off.

Effective integrated campaigns use direct mail, email, and brochure/sell sheets (among other tactics) to drive prospects to a microsite where they can view product specifications or informational videos. Give users the tools to download PDFs, order online, contact your company for more information, or find a nearby retailer where they can purchase your products.

Both traditional and online PR can be used in the same fashion. By publicizing the launch of the product where your target audience spends time online, you can drive valuable traffic and interested users to the microsite. Furthermore, PR can notify industry publications of your product, where you might garner a review.

Remember that the greatest feature of a microsite is its infinite "trackability." You can measure the metrics that matter while gleaning valuable customer insight from user behavior data, search terms, and content engagement. Track, measure, and analyze the data provided by your web analytics tools to determine how to maximize the results of your product launch.

Effective multi-channel marketing is about developing touch points that resonate across media, generating brand awareness that impacts your bottom line. This ensures your new product receives the exposure it needs to create a response from your customers. Microsites give your users the tools to elicit this response while ensuring alignment of messaging, making multi-channel marketing efforts far more effective.