How Microsite can Find the Right CMS: New Report [2019]

Digital Marketing Researches & Reports

Achieving Microsite Excellence-Finding the Right CMS | London Research

Digital Marketing | Global

A microsite is a miniature targeted website, which is quite often used to inform, educate or entertain and sometimes, convert and they achieve these goals perfectly, websites, on the other hand, contains everything about the brands, values, and products it’s a comprehensive tool of information and most often, selling.

Microsites can be used to support brands to achieve a number of things. For example, digital marketers are using them to highlight a specific campaign or target specific buyer personas, while others are using them to inspire a specific call-to-action.

The Key Findings of “Achieving Microsite Excellence-Finding The Right CMS” Report:

  • More targeted messaging/better focus is ranked as the main benefit of creating microsites by surveyed agencies with a rate of 83%, while 81% of surveyed companies agreed.
  • Confusion for site visitors/poor customer experience is ranked as the main challenge surveyed agencies reported that they face when they use microsites with a rate of 37%, while 28% of surveyed companies reported that they agree.
  • 50% of surveyed companies mentioned that they rely on agencies to help them with microsites, either exclusively or in conjunction with internal resources.
  • 35% of surveyed brands indicated that they rely on a mixture of internal resources and agencies when it comes to creating microsites.
  • 55% of surveyed companies mentioned that the main technology that they use typically for creating microsites for their brands in the same web CMS as for main websites, while 41% of surveyed agencies agree.
  • 66% of surveyed large organizations indicated that they don’t use a different third-party CMS for their microsites because their internal system does everything that they need.
  • 55% of surveyed agencies said that they don’t use the usual main website CMS for their microsites is the difficulty of creating customized templates.
  • 25% of surveyed brands reported that they feel that their CMS scores highly when it comes to integrating either social or e-commerce, or offering data-driven dynamic content.
  • 38% of surveyed companies reported that they rate their usual CMS as easy-to-use for nontechnical people, while the same percentage score their CMS highly for creating multiple pages that ‘connect together like a full website.
Challenges of Using the usual main website CMS for microsites

A Graph Shows Why Companies and Agencies Are Not Using The Usual Main Website CMS for Microsites.

The Content of “Achieving Microsite Excellence-Finding The Right CMS” Report:

  • Foreword by ContentHUB
  • Executive summary
  • The popularity of microsites – benefits and challenges
  • How microsites are created and why companies seek alternative CMS solutions
  • Where CMS platforms are failing clients
  • Finding the right microsite platform
  • Appendix – Business survey respondent breakdown

Number of Pages:

  • 23


  • Free


London Research was commissioned by ContentHUB to carry out research looking into the opportunities and challenges associated with creating microsites. This research is based on an online survey of 278 companies – including client-side and agency respondents – which was carried out in April and May 2018.

The survey was completed by members of Digital Doughnut’s 1.5 million-strong community of marketers and digital professionals, in return for an advance copy of this report and entry into a draw for Amazon voucher.

London Research

London Research, is a part of Communitize Ltd, is a sister company to Digital Doughnut, the world's largest community of marketers and digital professionals. They are based in London, but their approach is very much international.London Research produces content to help power B2B brand marketing and lead generation activities. They work with technology companies and agencies seeking to tell a compelling story based on thorough research and insightful data points.London Research supports companies to build and cement their brand reputation while engaging stakeholders and prospects, generating high-quality leads and offering better decisions.

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