Comparison sites outsource online marketing

moneysupermarket.com and travelsupermarket.com have decided to appoint a new agency to drive its digital marketing campaign.

Search engine marketing firm Efficient Frontier will take command of driving the websites’ complex and multi-faceted internet marketing campaigns.

Alan Harding, head of search at moneysupermarket.com, explained that search marketing remained one of the company’s “most important” channels.

He said: “After a very thorough examination of search engine marketing businesses, we have chosen Efficient Frontier to work with our in-house team of search professionals.

“Its technology and expertise will help us manage our complex search campaigns, which span many different industries.”

Both comparison sites also offer an e-mail alert service for customers, as well as having extensive TV campaigns.

Meanwhile, recent research by Defaqto claimed that a large proportion of comparison sites are not offering customers the best possible deals.

Defaqto’s general insurance consultant, Mike Powell, claims many offer little more than quotations “from intermediary panels, which could easily be obtained from a local broker”.