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By Mr Hanna
What is the attraction and value of these for users and what
are retailers and service providers finding them a useful tool
as they strive for online sales?
The online retail sector for products and services has been
buoyant for a number of years and the level of resource and
funding that major retailers dedicate to the online market
surges with each turn of the calendar. As the online
marketplace has developed, the consumer offerings have become
increasingly sophisticated and more reflective of the offline
marketplace and traditional marketing. Consumers demand
greater
choice and shop around for the best deals – the benefit of
increased levels of competition. Online comparison sites have
developed a niche in recognising and reflecting offline
shopping habits and reflecting this in terms of online user
search habits.
Indeed the online comparison sites appear to be a making a
good
fist of it with new research from E-Consultancy revealing that
in some industry sectors up to 30% of online sales are
referred
by shopping or product comparison sites. More and more, online
comparison sites are being considered as part of the online
marketing mix for retail and service providers and represent
the entire business model of a new wave of comparison based
reseller and aggregators.
Personal finance is one sector where aggregator and referral
sites thrive. The impartial aspect of allowing consumers to
compare and contrast a range of services and providers to find
the deal that suits them best allows a degree of empowerment
on
the part of the consumer and offers a distinct competitive
advantage for reseller and aggregators. Sites such as Moneynet
(www.moneynet.co.uk ) and the Motley Fool
(www.fool.co.uk ) provide users with information in a
simple, no nonsense manner allowing them to select the product
or service that suits them and pocketing the referral
commission.
Other sites such as Dial-a-Phone (www.dialaphone.co.uk
)
are more straightforward in their approach to referrals. A
bulk
reseller, they can display preferential deals from the main
mobile phone networks, avoiding the middle man and passing
savings on to the consumer. Again, there is an essence of
customer freedom involved as the user can compare and contrast
various services and offerings before committing to a
particular network or package and again the reseller picks up
the commission for passing the user on.
With the online marketing model continuing to develop in size,
scope and sophistication, the future look bright for online
referral, reseller and aggregator sites and these look set to
be a continued integral aspect of online marketing.
About The Author: Michael is a keen writer, and internet
marketer living in Scotland: Contact details: E-mail:
samqam@googlemail.com Phone: 0131 561 2251 Michael's Website:
www.gransha-taxi.co.uk
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