Consumers today are not only more technically savvy than ever before, they’re also more discerning, seeking out in-depth information on a brand or product before making a purchase decision. In a marketplace driven by digital innovation, staying ahead of the competition means providing shoppers with access to such data, with personalization that appeals to both their individual emotional and rational interests.
Yet, static web site environments can often make it challenging to provide a substantial amount of material in a format that draws consumers in and encourages longer browsing times. As we wrap up our “Future-Focused” series on emerging CRM trends, today’s post focuses on web content and microsites—specifically, how companies can leverage the power of CRM personalization to create online niches that set them apart and provide a separate space in which they can establish thought leadership, communicate more directly with consumers, and strengthen brand alignment initiatives.
With so many companies begging for your audience’s attention, finding something important to say that will set your organization apart is critical to maintaining profitability and piquing customer interest. These days, flashy collateral isn’t enough—your consumers want detailed content, and they want it on the devices and channels they prefer. In fact, research shows that some brands find content to be up to four times more effective than traditional marketing campaigns.
To this end, microsites, individual web pages or web page clusters attached to primary websites, can act as a creative solution to the size and space limitations of traditional sites. Designed to be specific in nature with a narrow focus on a topic or issue, microsites allow companies to highlight products and promotions across different buying stages, in a forum separate from an existing corporate website. Content included in microsites is often shareable and interactive, incorporating graphics, videos, and integration across social media for a more holistic CRM experience.
Often, the microsite content takes on a brand by itself, known as a content niche, aligned as an expansion of overall company ideals, though an immediate connection might not be obvious. One example is Red Bull’s microsite devoted to sports updates and athletic culture—though the actual energy drink isn’t marketed within the content, the images and information on vigorous, often extreme, sporting events directly support the brand’s position as a leader in fueling high-impact activities.
The bottom line is that consumers don’t shop the same way they used to, and appealing to individual tastes and interests requires a break from tradition with branding that best represents how your offering fits their needs. Meaningful content creation is the beginning of this conversation, and it’s often just the icebreaker you need.
If you’d like greater detail on the performance benefits users are seeing from carefully crafted web content and microsites, we’d love to speak to you. In the meantime, to learn more about how our seasoned consultants can deliver this functionality to your business, please contact any member of our consulting team at [email protected]. We also encourage you to contact Tokara’s VP of Business Development, Mark Fillingim, directly at +1 972-719-0213.
CRM Trends, “Top 5 CRM Trends for 2015,” http://www.crmtrends.com/crm.html.