Are Automotive Microsites New?
Car dealer platform providers have the ability to offer microsites as part of a marketing strategy using their proprietary website software. From my viewpoint, most vendors in the website space do not see the need or the economics for such an offering.
Microsites marketing concepts have been around since for at least 10 years as Ralph Paglia mentioned on the Automotive Digital Marketing community. In 1999 Ralph was an early advocate of microsites and created numerous microsites while working at HAC Group. (Read History)
What makes the WordPress option interesting is that it allows for unlimited content creation and hundreds of free software enhancements. The counter argument is that car dealer platforms are just now integrating blogs and content on-the-fly so they can now compete with the content creation element of WordPress.
The rules of marketing and consumer engagement are changing. The 2009 ASMA study of 34 website platforms revealed that nine automotive website platforms have industry leading platforms for search marketing. This includes content on the fly and fully optimized inventory pages.
We will wait to see, however, if automotive website providers have the insight to create a microsite marketing model within their existing offering. The marketing data that we have collected would suggest that microsite marketing is here to stay and it is an untapped marketing opportunity for car dealers.
Written by Brian Pasch
Ralph Paglia | President
ADM Consulting, LLC
2701 N. Rainbow Blvd.
Las Vegas, NV 89108