What makes a website "sticky"?

Relationship, one-to-one, and permission marketing are just some of the 'new' marketing lexicon terms used to describe online marketing strategies.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands