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Marketing Tech: Five Steps to a Strategic Marketing Technology Budget
Budgeting is one of the few predictable functions in legal marketing, and yet, for many, it is a thankless exercise in doing more with (even) less year over year. At the same time, the technology implemented in law firms continues to grow in sophistication and, consequently, cost. Drafting a technology budget that adds value to the firm is increasingly important, and following these five steps will go a long way in ensuring that is the case.
Step 1: Identify how marketing will help advance the firm's strategy.
Start by reviewing the highest-level strategy and goals of the firm. It's a safe assumption that firms want to generate greater revenue next year. The variability lies in what “greater” means to those firms: more revenue, period; more profitable revenue; more revenue from a new market; more revenue from a key client, practice, or industry; and so on. How will firm leadership know that these goals have been achieved?
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Yachts, Jets, Horses & Hooch: Specialized Commercial Leasing Models
Defining commercial real estate asset class is essentially a property explaining how it identifies — not necessarily what its original intention was or what others think it ought to be. This article discusses, from a general issue-spot and contextual analysis perspective, how lawyers ought to think about specialized leasing formats and the regulatory backdrops that may inform what the documentation needs to contain for compliance purposes.
Hyperlinked Documents: The Latest e-Discovery Challenge
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Identifying Your Practice's Differentiator
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Risks and Ad Fraud Protection In Digital Advertising
The ever-evolving digital marketing landscape, coupled with the industry-wide adoption of programmatic advertising, poses a significant threat to the effectiveness and integrity of digital advertising campaigns. This article explores various risks to digital advertising from pixel stuffing and ad stacking to domain spoofing and bots. It will also explore what should be done to ensure ad fraud protection and improve effectiveness.
Turning Business Development Plans Into Reality
This article offers practical insights and best practices to navigate the path from roadmap to rainmaking, ensuring your business development efforts are not just sporadic bursts of activity, but an integrated part of your daily success.