• by Mark Walsh  @markfwal, December 29, 2006

As an Internet marketing guru for the past 15 years, Bill Hanekamp has developed online strategies for clients including Sony Electronics, Philip Morris, American Express, and Sprint. In recent years, the cofounder and CEO of The Well Advertising in Chicago and Microsite has become an evangelist for the microsite - the mini Web site that packs a big marketing punch. Mark Walsh asked him to discuss his favorite topic.

What is a microsite?

It's an online destination, separate from an organization's main Web site, that has a distinct URL and delivers focused, relevant content about a specific product or service.

When should a marketer consider creating one?

Anytime there's a need to market a product or service. A microsite can serve as the hub or destination of any marketing campaign, including all online efforts as well as traditional media like TV, radio, print, and direct mail.

What are some of the chief benefits a microsite can deliver?

A microsite can sell by mirroring the approach of your best sales rep and become a 24/7 digital sales rep; be optimized for search-engine rankings; encourage word-of-mouth and pass-along exposure; create a community or network within a niche target; and be built quickly and with less blood between the CMO and CIO.

What are some of the best microsites you've seen in the last six months?

Miller's "Man Laws" [manlaws] is nearly perfect. It's spot-on funny. Norelco's "Shave Everywhere" (ShaveEverywhere.com) has done wonders for its business by generating huge traffic.

Why do some microsites fail?

Three reasons: no clear, measurable objectives; lack of focus; boring content.