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Marketing Tech: Four Technology Trends Changing Law Firm Marketing and Business

By Adam Stock
February 28, 2012

We are used to reading technology trend lists. But those lists invariably discuss how trends affect the much larger retail and consumer market. Although mobile shopping and electronic wallets are expected to grow significantly this year, neither will have any noticeable impact on law firms or the practice of law. What, then, are the technology trends that law firms should pay attention to and how will they uniquely impact the legal industry?

In evaluating technologies, law firms need to look at several issues:

  • Do the technologies help them win new clients?
  • Do the technologies help them increase business with existing clients?
  • Do the technologies help them build brand presence in certain sectors?
  • Do the technologies help them deliver better service?
  • Where do the technologies fit in with what other firms are already doing? Are they important enough to displace other activities?
  • Do the technologies have an “upside”? In other words, will the technology get firms more clients faster?
  • Do the technologies have a “downside”? In other words, will firms have to implement the technology just to maintain their current competitive position?

Personal Brand v. Firm Brand

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