Years ago, a microsite provided the opportunity for a marketer to quickly spin up new content and branding without having to adhere to the time lines it would take to implement the pages to an existing site. It empowered the marketing team while the IT department was running a mile a minute with a different set of priorities. Furthermore, it provided a solution as marketers needed to be agile and create new experiences (with the latest technology) that matched the initiatives they were investing in.
"No one will visit your microsite, or be able to find it when they go to your primary domain. Stop wasting money and focus on building a consistent and optimized experience across devices for your users."
Bill Bruno is the CEO - North America, Ebiquity.