Any positive interaction with a brand may increase conversion (MW 1 September) but I would be wary of the concept that getting your customers to start furiously retweeting will make your sales soar.
Time spent engaging with your brand is definitely important but the nature of that dwell time is the crucial bit. Interactions must be relevant to your brand, and relevant to the online objective. Casual gaming may lead to long dwell times, but may have little impact on purchase for, say, a financial services brand that wants users to compare interest rates and sign up to a plan.
Interactive, engaging content may be king, but that content needs to be totally relevant to the brand and totally in context to ensure direct commercial impact.
Marcus Sandwith, managing director, Haygarth