Instead of trying to get
the IT professionals to come to their microsite or download an app, Starcom and Oracle went to the IT professionals with a quality and engaging "nanosite." Research indicated that IT
professionals are unlikely to ever return to an external "sponsored" Web site or microsite even if they did click through, so the strategy became packing all the information into a neat
little experience that appeared across IDG sites frequented by the IT pros. The unit resulted in more than 9,000 senior IT professional registrants.