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<p><!-- Make sure you modify the 4Cast title in this section -->
<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4cast #380: The
decline of the ebook?</span><br>
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<span style="font-size: 11px; font-weight:
normal; color: rgb(102, 102, 102); font-style:
italic; font-family: arial;">April 16th, 2014</span></p>
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<p style="text-align: justify;font-size: 16px;
font-family: arial; line-height: 110%;"><img
alt="Heartbleed logo"
src="cid:part4.05080500.07010602@oplin.org"
align="left" height="110" width="102">If you
haven't heard of the Heartbleed bug, we can't
imagine where you've been all week. The
Heartbleed name and logo seemed to be everywhere
on the web (it's even here with this blog post),
and the news about this serious Internet
vulnerability spread very quickly. As the first
article listed below points out, this was mostly
because the news of the bug was intelligently
"marketed," with its own name, logo, and
dedicated website. The use of a small, dedicated
website - usually called a "microsite" - for a
particular piece of information is a
well-established digital marketing technique, so
well-established that some think it is losing
its power. Yet libraries seldom if ever use this
simple, but effective technique: If you are
doing something special, give it its own little
website. </p>
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<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
moz-do-not-send="true"
href="http://www.kalzumeus.com/2014/04/09/what-heartbleed-can-teach-the-oss-community-about-marketing/">What
Heartbleed can teach the OSS community about
marketing</a> (Kalzumeus blog/Patrick
McKenzie) "People will generally try to link
to something to describe a project /
vulnerability / etc, and having an easy and
obviously linkable canonical description is
both best for clarity and best for your own
personal interests as the project/etc creator.
Heartbleed.com is the canonical explanation of
Heartbleed, both because people trust $8.95
domain names and because it was first
published, came with a design/logo and
comprehensive information, and is suitably
authoritative in character."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
moz-do-not-send="true"
href="http://www.toprankblog.com/2013/11/microsite-content-best-practices/">Content
marketing with microsites: Pros, con,
examples & best practices</a> (TopRank
blog/Nicolette Beard) "For our purposes,
microsites refer to a site that is associated
with an organization, but is on a separate
domain or subdomain and has its own
navigation, design and content. Consumers are
much more sophisticated today and want
in-depth information, but they also want it
quickly. Microsites provide a lightweight
alternative to corporate websites, which are
often loaded with extraneous content that
doesn't meet the exact need of the visitor."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
moz-do-not-send="true"
href="http://www.percussion.com/blogs/web-content-management/2013/0429-landing-pages-or-microsites-the-debate-rages-on">Landing
pages or microsites? The debate rages on!</a>
(Percussion blog/Karo Kilfeather) "If you
understand that the buying process around your
product or service is lengthy and complex,
microsites are a great way to serve up content
that becomes an experiential tasting menu for
your prospective customer. Whereas with a
landing page you get to 'yes' or 'no' right
away, with a microsite, you can give a
customer reasons to keep coming back, until
she has a sense of your brand, a deeper desire
for your offering, and is ready to buy."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
moz-do-not-send="true"
href="http://www.clickz.com/clickz/column/2326662/the-end-of-microsites">The
end of microsites</a> (ClickZ/Marko
Muellner) "With the amount of change and
complexity in digital marketing today, it
feels like marketers are bringing knives to a
gun fight - we just don't have the tools or
knowledge to keep up with consumers and it
gets harder everyday to prove and improve the
value we deliver to the business. Indeed, the
traditional digital microsite with its
full-screen option, rich desktop experience,
built in Flash with video, animation, and
game-like interactivity is dying. The cost and
effort to value just isn't there anymore. Even
Facebook apps, the social-era equivalent to
brand microsites, are near death."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Relation
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">Randall
Craig has <a moz-do-not-send="true"
href="http://www.randallcraig.com/landing-pages-to-microsites/">posted</a>
a pretty good explanation of the various ways
you can relate (or not) a microsite to your full
website or to Facebook. </div>
<div style="text-align: left;"> </div>
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