Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Technology Horizon: Essential Technologies for Legal Marketers

398 views

Published on

14 technology trends that legal marketers should follow

Published in: Education
  • HelpWriting.net is a good website if you’re looking to get your essay written for you. You can also request things like research papers or dissertations. It’s really convenient and helpful. If you’ve got something very last-minute then it can be a little risky but either way it’s probably better than anything you can throw together :).
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

The Technology Horizon: Essential Technologies for Legal Marketers

  1. 1. Adam L. Stock chief marketing & client services officer, allen matkins @adamlstock http://www.slideshare.net/lmabayarea
  2. 2. My first college computer
  3. 3. Trends to follow 1. Chief Marketing Technologist 2. Cloud computing 3. Niche marketing 4. Multi device support 5. Marketing automation 6. Generational marketing 7. Relationship capital 8. Sales automation 9. Intelligence tools 10. Information platforms 11. Content marketing 12. Content branding 13. Social marketing 14. Multi-modal learning
  4. 4. “By 2017 the CMO will spend more on IT than the CIO” - Gartner
  5. 5. 1. Chief Marketing Technologist Marketing success will more tightly be coupled with mastering technology
  6. 6. Chief Marketing Technologist What’s being affected? Marketers need to master technology What to do Create a marketing technology strategy Map trends & visualize your marketing processes in 4 years
  7. 7. We must track fast moving technologies to understand how to market effectively 2007 iPhone introduced 2015 More tablets than PCs!
  8. 8. Historically, marketers have ignored technology until it became an existential issue… 0 10 incremental existential That would be nice to have If we don’t master this we may not be around in 5 years!
  9. 9. The technology investment equation new revenue + usabilityValue Cost time + expense + IT support Should we invest?= … is getting much better
  10. 10. Marketing technology has been a 3rd tier IT support problem… Tier 1 Tier 2 Tier 3 MISSIONCRITICAL Uptime 99.99% 99% 95% YOU ARE HERE Is the Internet up? Can every attorney work in MS Word? Is our time and billing system up? Can we check conflicts? Is the 3rd floor copier working? Is our CRM system up?  We need to redefine our relationship with IT
  11. 11. 2. The rise of cloud computing delivery models & standards is solving many of our time, expense and support problems More cost effective to implement Easier to use Easier maintain & upgrade More agile Reduced dependence on IT department
  12. 12. Cloud computing delivery models & standards What’s being affected? Marketing technologies are moving off of dedicated servers What to do Discuss your cloud strategy with your IT department (esp. security) Plan how to integrate your information
  13. 13. Major technology & user trends The Internet Our digital selves (social, mobile, things) Big data
  14. 14. The Internet The most ubiquitous, interactive and inexpensive way to connect with customers and prospects
  15. 15. Marketing has become technological because WE are online American adults 87% are online 90% have mobile phones 71% use social networks
  16. 16. And in-house counsel use online sources to vet outside counsel Source: Kredible
  17. 17. We are online 24/7 Broadband Mobile Internet of Things (Wearables/Devices) transactions; at fixed times  location info; waking hours  automatic; 24/7  24 2402 04 08 10 12 14 16 18 20 2206
  18. 18. During 2008 the number of things connected to the Internet exceeded the number of people on the earth By 2020 there will be 50 billion Internet of Things (IoT) devices we use are constantly collecting data Source: Cisco 2003 2010 2015
  19. 19. Our information is being tracked 24/7 Source: Jawbone How the Napa earthquake woke up half the Bay Area
  20. 20. The Long Tail the web has made it easier to profitably reach new and more targeted markets The cost of client acquisition is reduced We can offer more products cost effectively And there are shortened sales cycles The Long Tail: Why the Future of Business is Selling Less of More (2006), Chris Anderson
  21. 21. 3. Niche marketing Success is driven by the reduced “friction” of customer acquisition  Small firms are competing effectively with large firms
  22. 22. 3. Niche marketing Success is driven by the reduced “friction” of customer acquisition  Large firms are effectively marketing niche practices
  23. 23. Success of niche marketing and targeted marketing What’s being affected? Law firms are effectively using online tools to acquire customers What to do Evaluate your practices that can benefit from niche marketing Add dedicated web pages for each specialty
  24. 24. There are now more internet-connected smartphones and tablets than computers
  25. 25. 4. Multi device support we need to optimize content for multiple devices Responsive Design & Content Management Systems optimize content across devices.
  26. 26. Need for multi device support What’s being affected? Mobile emails. Are your emails mobilized? (25-50% are being read on a mobile device) Mobile website. Is your website mobile friendly? (20+% of web visitors are mobile) What to do Look at your website/emails on mobile and improve them
  27. 27. 5. Marketing automation we need to engage customers across screens (and offline) Source: Google, Inc. 98% of people use multiple screens sequentially throughout the day to accomplish a task Marketing Automation Platforms coordinate messages to prospects.
  28. 28. Need for marketing automation What’s being affected? Coordinating message across social, online and offline What to do Look at next generation CRMs Look at Marketing Automation solutions – Marketo, Eloqua, Pardot, Hubspot, etc.
  29. 29. Our digital selves (social, mobile, things) we share our lives online and generations share differently
  30. 30. We live our lives online we choose to share our personal information online 2013 Social Media Stats – US Adults 71% Facebook use Facebook frequency Multiple site use 42% Source: Pew Research Center Daily Weekly Less 63% 22% 14%
  31. 31. Most in-house counsel use LinkedIn to engage with outside counsel How recently did you use LinkedIn? 37% in the last week 62% Source: "2014 State of Digital & Content Marketing Survey" Greentarget, ALM Legal Intelligence, Zeughauser Group 25% in the last month To contact and/or build connections To participate in groups on specific topics To access content 56% 42% 37% How do you use LinkedIn with outside counsel?
  32. 32. Should we be thinking of LinkedIn as the future “online store” for our attorneys?
  33. 33. 6. Generational marketing There is a generational split in the way that people communicate online “I visit social media sites several times a day” 48% millennials Source: USC Annenberg Center for the Digital Future and Bovitz Inc. 20% 35+
  34. 34. Law firms are using Facebook to speak to younger demographics
  35. 35. Silent Leading-Edge Boomer Trailing-Edge Boomer GenX Ages of Leaders AmLaw 100 Fortune 100 CEO Fortune 100 GC Nasdaq CEO Social media will become more central as decision- makers fall into younger age cohorts 69+ 59-68 50-58 32-49 MP Source: Heather Morse – Legal Water Cooler AMLAW Man. Partner Fortune 100 CEO Fortune 100 GC Nasdaq CEO Nasdaq GC Avg. 60 Avg. 52  Law firm leaders are older than leaders of large companies
  36. 36. Build a generational marketing strategy that integrates social media What’s being affected? Need to communicate differently to different demographics What to do Have a two pronged approach to communications (2x the work!) Use Facebook for recruiting; use LinkedIn for publishing/distribution
  37. 37. Big data The explosion of data – private, public & social – is offering new insights & opportunities and commoditizing information
  38. 38. Big data more data is being created than ever before! Source: Intel
  39. 39. How Walmart uses big data Start predicting what will happen as Hurricane Frances approaches based on consumer data from Hurricane Charley Source: New York Times
  40. 40. Increased product sales ahead of hurricanes How Walmart uses big data Start predicting what will happen as Hurricane Frances approaches based on consumer data from Hurricane Charley Source: New York Times
  41. 41. Increased product sales ahead of hurricanes How Walmart uses big data Start predicting what will happen as Hurricane Frances approaches based on consumer data from Hurricane Charley Source: New York Times Flashlights
  42. 42. Increased product sales ahead of hurricanes How Walmart uses big data Start predicting what will happen as Hurricane Frances approaches based on consumer data from Hurricane Charley Source: New York Times Flashlights Strawberry Pop Tarts 7x as many sold!
  43. 43. 7. Unlock relationship capital Implement automated mapping tools Automated relationship mapping using enterprise data (ERM systems) ContactNet
  44. 44. 6. Unlock relationship capital Implement automated mapping tools Massing several information sources in one dashboard Using big data sources to make connections Relationship Science
  45. 45. Capitalize on your firm’s relationships What’s being affected? Automated mapping tools provide a unified view of firm relationships What to do Implement some of these tools!
  46. 46. 8. Sales automation tools Manage multiple data channels and increase data accuracy Automating CRM updates
  47. 47. How signature scraping works Gwabbit, ContactNet, others
  48. 48. Invest in sales automation tools What’s being affected? Keeping client and prospect information fresh What to do Understand appropriate tools
  49. 49. 9. Intelligence tools More choices and at lower costs
  50. 50. Take advantage of new intelligence tools What’s being affected? New information is available – and at much cheaper prices What to do Sample at the buffet! Integrate new tools into your Marketing/BD processes
  51. 51. There is more data, but our capacity to absorb information has not changed
  52. 52. We need ways to filter information that we value
  53. 53. 10. Information platforms Help us understand markets, clients, competitors Uses ShiftCentral to help gather relevant information
  54. 54. 10. Information platforms Help us understand markets, clients, competitors Using listening platforms to track information about industries, clients, competitors, emerging issues Manzama
  55. 55. 10. Information platforms Help us understand markets, clients, competitors On-demand dashboards are amassing multiple relevant sources (adding mobile to the mix) Thomson
  56. 56. Information tools help us turn data into information What’s being affected? Filtering information relevant to our enterprise Turning “data” into “information” What to do Understand how these tools fit into your business processes
  57. 57. 11. Content marketing Marketing by sharing quality content – has become key for law firms Important insights That are valuable Communicated well Regularly We have an entire organization that does this! What do we need to do great content marketing?
  58. 58. Good information gets shared through social networks (Junk doesn’t) Because there’s so much information, we look at things from people we trust
  59. 59. Growth of law firm content marketing What’s being affected? An effective way to share expertise with new potential clients What to do Integrate content marketing into your BD strategy
  60. 60. 12. Law firm content “brands” Information overload is encouraging law firms to act like publishers Benesch MoFo AllenMatkins BakerDonelson
  61. 61. Emergence of law firm content brands What’s being affected? Law firms are becoming trusted brands for information What to do Integrate content branding into your sales strategy
  62. 62. 1 click to share on LinkedIn or to email Hi, everyone. Please share one of these articles below on your social networks. 13. Emergence of “social marketing” Clearview Social
  63. 63. “Gamification” drives activity/behavior
  64. 64. Transparency shows a user’s activity. Leaderboards encourage competition “Gamification” drives activity/behavior
  65. 65. Emergence of social marketing What’s being affected? Law firms are using their attorneys’ networks to distribute content What to do Consider using social marketing in your content distribution strategy
  66. 66. 14. Multi-modal training An effective and convenient way to educate Integrates online video, lessons and tracking – online and on- demand Practice Boomers
  67. 67. Distance learning and coaching companies are using video, internet & apps to bolster effectiveness
  68. 68. Employing online technologies for multi- modal learning What’s being affected? People can learn effectively on their own time What to do Evaluate new training options!
  69. 69. How can we organize technology to optimize our marketing efforts?
  70. 70. Plan Create Distribute Convert Analyze We need to develop and integrate our marketing technology tool set Research Content production Content governance CMS, Email marketing, Social media marketing, Syndication Optimization CRM, ERM Marketing automation
  71. 71. Plan Create Distribute Convert Analyze We need to develop and integrate our marketing technology tool set Research Content production Content governance CMS, Email marketing, Social media marketing, Syndication Optimization CRM, ERM Marketing automation
  72. 72. Plan Create Distribute Convert Analyze We need to develop and integrate our marketing technology tool set Research Content production Content governance CMS, Email marketing, Social media marketing, Syndication Optimization CRM, ERM Marketing automation
  73. 73. Plan Create Distribute Convert Analyze We need to develop and integrate our marketing technology tool set Research CMS, Email marketing, Social media marketing, Syndication CRM, ERM Marketing automation Optimization Content production Content governance
  74. 74. Plan Create Distribute Convert Analyze We need to develop and integrate our marketing technology tool set Research CMS, Email marketing, Social media marketing, Syndication CRM, ERM, Marketing automation Optimization Content production Content governance
  75. 75. Plan Create Distribute Convert Analyze We need to develop and integrate our marketing technology tool set Research CMS, Email marketing, Social media marketing, Syndication CRM, ERM, Marketing automation Optimization Content production Content governance
  76. 76. Proactively manage your career success The heat is being turned up! Major technology shifts are fundamentally changing our jobs!
  77. 77. It’s time to channel your inner geek!

×