At its core, a sticky site has two distinctive characteristics. First, it offers an abundance of content. Diverse and extensive site content not only draws consumers, but it also increases the amount of time they spend on your site. Secondly, the stickiest sites always include some form of interactivity. By inviting consumers to participate in an online activity, marketers not only ensure they are connecting with the brand, but provide an impetus for returning to the site.

These features are more easily employed by some sites than others. Portals and social networks, for example, are inherently rich in dynamic content and interactive tools and applications because they are largely reliant on third-party feeds and user-generated content (UGC). To achieve the same results for a brand site or campaign microsite, marketers must work harder to identify ways in which their products and services can be presented in an interesting and engaging manner.

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