Feedback for: Dynamic Duo: E-Newsletter and Microsite
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Dynamic Duo: E-Newsletter and Microsite by Kathleen Goodwin
Your 2002 column is so relevant for today!
I've been working in the marketing technology software space, working with marketers and providing online marketing tools that help them be more effective.
The fact is that customers are finding vendors and not the other way around -- given the sophisticated search that is available today.
Having a microsite and not just a landing page -- one that you can optimize for your target audience, so it ranks well in the search engines -- and having integrated lead capture and e-mail marketing is a terrific combination. It allows marketers to be relevant to the interests of a specific segment, building valuable relationships.
One of the large impediments has been that to create a microsite requires that IT be involved, and that has historically been a source of frustration. Because marketing needs to move quickly and have tools that allow them to be responsive.
Kim Albee
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