Lively discussions often occur between marketers on the topic of whether landing pages or microsites are the better choice. These discussions sometimes become heated as proponents of each debate the merits of their own choice and the shortcomings of the alternative. What is often missed, however, is that landing pages and microsites are not interchangeable -- each is designed to serve specific marketing functions. Therefore, it is more important to define the purpose for which the landing page or microsite will be used.
In recent years, there has been a major shift in the way that consumers and brands interact. The traditional model of purchasing advertising space in a newspaper or magazine in the hope that 1 consumer out of 100 will be motivated enough to make a purchase based on this promotional method is disappearing – and fast. The rise of the online world has created a new sales model called Buyer 2.0.