Ben Legg recently presented at the EADP conference in Venice and explained how one of the most successful marketing campaigns in the UK ‘compare the meerkat’ is also helping to influence consumer behavior to use request for quote to compare price in the market. The campaign has been recognized for being smart and producing fantastic results.
My view is that all of those people (including my uncle) who have experienced compare the market once, will be looking for 3 quotes online from now on – rather than searching through a random list of plumbers and dialing 10 to speak to 3.
google and yellow pages need to deliver a better experience than that!
Ben Legg and a select group of online leaders in the directory space have seen the future for Yellow – to leverage their superior advertiser coverage to win in vertical search powered by ‘request a quote’.
Why doesn’t google take up the request for quote approach? Innovators dilemma? What do you think?