Compare discovery, control, information, transaction, operating, and measurement requirements through a practical selection sequence.
Start with selection criteria, not a preset mix
Define how the business needs to be discovered, what information must be controlled, where inquiries or transactions may occur, and which data and operating responsibilities matter.
Use the same criteria to assess each marketplace and the proposed independent site.
Compare the practical tradeoffs
Marketplaces may provide an established audience and platform workflow, subject to eligibility, rules, fees, data access, and competitive context.
An independent site may provide greater control over company information, structure, measurement, and direct inquiry paths, while requiring its own acquisition, maintenance, compliance, and operating work.
Make the decision in sequence
First confirm the audience and objective, then compare channel conditions, assign each selected channel a specific job, connect the visitor path, and define measures for review.
Pilot the smallest useful combination and revise it using evidence; the decision is about channel selection and sequencing, not assigning one permanent corporate operating role.