What Makes A Website 'Sticky'?
A critical element in online relationship marketing strategies
Martin Oxley Director, Infratest Burke Group Ltd., United Kingdom. andJeff Miller Senior Vice President, Burke Interactive, United States.
INTRODUCTION
The latest Holy Grail for marketers is the development of 'one-to-one' relationships with customers. Relationship-marketing strategies ask marketers to focus not on increasing 'share of market', but rather on increasing 'share of customer'. Don Peppers and Martha Rogers have provided empirical evidence that a high 'share of customer' is typically more profitable to the enterprise and more easily defended from competitive activity.
The online...