The PR BlogPR TrendsGuest PostsThe Campaign Site—Please Rest in Peace

The Campaign Site — Please Rest in Peace

Campaign site creators do not deserve clients.

Cover photo: @jerrysilfwer

This is a guest post by Tom Daly.

Design, user exper­i­ence and social media-friendly fea­tures con­tin­ue to drive web devel­op­ment, but the most import­ant factor will always be inform­a­tion architecture.

The Trend

Agency billing is a com­plic­ated beast. Or per­haps not.

The need to inflate billing to the max­im­um level has led to vari­ous agen­cies pitch­ing and cre­at­ing cam­paign sites. After all, design­ing and devel­op­ing a site to house your innov­at­ive con­tent will cer­tainly boost your rev­en­ue by $20,000 – $50,000.

The Problem

If you are cre­at­ing cam­paign sites, you do not deserve your cli­ent for the fol­low­ing reasons:

1. You are cre­at­ing tem­por­ary inbound links to the e‑commerce infrastructure.

2. You are cre­at­ing dead links. Click-happy users world­wide will link to your cam­paign site, and these will become dead links. (Common prac­tice is indeed to set up a redir­ect how­ever, serving me con­tent I don’t expect or want is as bad as a dead link).

3. You are try­ing to take a site from 0 unique vis­it­ors to a sub­stan­tial fig­ure rather than host­ing on the brand site and bene­fit­ting from an exist­ing vis­it­or base.

4. Your cli­ent’s cam­paign site will hang itself slowly. As Burberry’s “Art of the Trench” and Tiffany’s engage­ment ring cam­paign sites know: sub­stan­tial hype is cre­ated, and unique vis­it­ors come flood­ing in… Then the site matures, it becomes stale and dies a slow and pain­ful death. Why not pay the Sartorialist to shoot addi­tion­al con­tent to make it seem some­what alive — I hear every blog­ger has their price these days? 1I don’t trust com​pete​.com, but it puts ArtoftheTrench​.com at around 6,000 uniques per month at the moment.

5. Commerce and con­tent should be inter­woven. My pur­chase tak­ing place away from the cre­ated con­tent gives me anoth­er reas­on not to buy. If you cre­ate the desire, ful­fil it right there and then.

The Solution

I’m not a geni­us. You know per­haps bet­ter than I that a sol­id online cam­paign or social media ini­ti­at­ive will drive con­ver­sion when you have your 4 C’s: 2Disclaimer: This mod­el belongs to Mr Mark Bartlett of IntersectNYC​.com. I haven’t spoken to him for a while, but I hope he’s still almost as beau­ti­ful as his mod­el.

Content + Catalogue (Shoppable Product) + Community = Mass Conversion

I believe any advances we see in e‑commerce (and it’s all about money) will be the first indi­vidu­als to ques­tion the tra­di­tion­al archi­tec­ture of an e‑commerce site. Through new con­tent and design, we are all seek­ing to shorten and alter site inform­a­tion architecture.

Hence, seek to integ­rate your ever-evolving and long-last­ing cam­paigns into the inform­a­tion archi­tec­ture of the exist­ing site frame­work. It’s bet­ter for everyone.

About the writer: Tom Daly is a digit­al con­sult­ant pas­sion­ate about e‑commerce integ­ra­tion, con­tent strategy, and social media.

ANNOTATIONS
ANNOTATIONS
1 I don’t trust com​pete​.com, but it puts ArtoftheTrench​.com at around 6,000 uniques per month at the moment.
2 Disclaimer: This mod­el belongs to Mr Mark Bartlett of IntersectNYC​.com. I haven’t spoken to him for a while, but I hope he’s still almost as beau­ti­ful as his model.
Jerry Silfwer
Jerry Silfwerhttps://doctorspin.net/
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

The Cover Photo

The cover photo has nothing to do with public relations, of course. I share for no other reason that I happen to enjoy photography. Call it an “ornamental distraction”—and a subtle reminder to appreciate nature.

The cover photo has

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