PB Week: Embracing the digital marketing future
The brokers I meet to discuss digital marketing tend to fall into one of two camps.
They are, writes Mike Berry, strategic digital marketing consultant and trainer for The Marketers' Forum, either:
i) "It's the future. We're doing loads of digital stuff. We love it."; or
ii) "Yes we know it's a growing area but the business is under real pressure right now and resources are stretched. Maybe next year."
If pressed about the much-used term return on investment from their digital marketing, the first group will usually admit they have no idea. Off the record, the second group may
Only users who have a paid subscription or are part of a corporate subscription are able to print or copy content.
To access these options, along with all other subscription benefits, please contact info@insuranceage.co.uk or view our subscription options here: https://subscriptions.insuranceage.co.uk/subscribe
You are currently unable to print this content. Please contact info@insuranceage.co.uk to find out more.
You are currently unable to copy this content. Please contact info@insuranceage.co.uk to find out more.
Copyright Infopro Digital Limited. All rights reserved.
As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (point 2.4), printing is limited to a single copy.
If you would like to purchase additional rights please email info@insuranceage.co.uk
Copyright Infopro Digital Limited. All rights reserved.
You may share this content using our article tools. As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (clause 2.4), an Authorised User may only make one copy of the materials for their own personal use. You must also comply with the restrictions in clause 2.5.
If you would like to purchase additional rights please email info@insuranceage.co.uk
More on Broker
Caravan Guard profits soar as turnover up double digits
Caravan Guard grew profit by over 40% in the year ended 31 March 2025 as turnover rose 21%.
Cardiff regional review: Competition not exterminated by consolidation
Insurance experts in Cardiff outline the diversifying businesses in the media and sporting hub city, and highlight the competitive nature of the market with one broker per village on the outskirts.
End of Year Review 2025: Gallagher’s Gary Fletcher
Gary Fletcher, managing director of commercial at Gallagher UK Retail, is proud of the broker’s data led client tools and digital strategy; and favours a duet with Coldplay’s Chris Martin over his employer’s namesake Liam from Oasis.
Q&A: Grove & Dean’s Michael Lawrence
Michael Lawrence, distribution and underwriting director at personal lines specialist Grove & Dean, spent 34 years at LV general insurance in its various guises before jumping the fence in 2024.
End of Year Review 2025: Create Insurance Solutions’ Mike Cranny
Mike Cranny, founder of Create Insurance Solutions, remains disappointed by consolidation that brings nothing beneficial for customers – and questions shiny new hires that claim to bring “a wealth of talent” to a new employer.
FCA warns of Essex broker clone
The Financial Conduct Authority has warned of a clone claiming to be Essex-based Ignite Insurance Brokers.
Premium Credit adds three more brokers on back of Close pull out
Premium Credit has struck deals with Riviera Insurance, Principal Insurance, and Bedford Insurance Group after Close Brothers decided to pivot away from personal lines to commercial.
End of Year Review 2025: Percayso’s Chris Traill
Chris Traill, account director at Percayso Inform, is happy the market is leaning harder into data-driven segmentation rather than just chasing the cheapest headline rate; but adds even with Consumer Duty, there are still examples of poor communication and product understanding.