Focus: Promoting brokers online

Many brokers are still reluctant to dip their toes in the digital waters to market themselves, yet it can be more cost-effective than traditional methods writes Darren Davidson

It is almost impossible to switch on the TV these days without being confronted by a rotund opera singer with a dodgy moustache belting out "GoCompare!" or a talking meerkat with a distinctly Russian accent wearing a smoking jacket.

These eye-catching TV campaigns, backed by multi-million pound budgets, are the preserve of brands with deep pockets and access to the best creative talent that the media has to offer. Smaller brokers cannot compete when it comes to media spend, though the