This quick guide is an abridged version of Econsultancy’s Marketer’s Guide to Price Comparison Websites, summarising its most salient points in a snackable guide that looks at how price comparison websites can deliver on a brand’s marketing objectives. It covers:
- The role of PCWs: How growth in internet penetration and smartphone uptake has increased the relevance, value and popularity of PCWs.
- Planning: Which sectors can benefit most from PCWs, and how PCWs can fit into the wider marketing mix.
- Implementation: How to understand the different pricing models used by PCWs, and tips for tracking success.
- Integration: How brands can use measurement to find the right PCW for their marketing goals, and how to maximise a partnership once it is formed.