Digital White Papers

KMMKT20

publication of the International Legal Technology Association

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I L T A W H I T E P A P E R | K N O W L E D G E M A N A G E M E N T & M A R K E T I N G T E C H N O L O G Y 65 2 020 is (thankfully?) over. But looking ahead into 2021, there will be a lot that has changed in legal marketing due to everything brought to bear in the previous year. But what does that look like in real-world terms? Now that law firms are beginning to scale back their pandemic-related austerity measures, some emerging trends in legal marketing are beginning to reveal themselves. Depending on the firm, these trends could accelerate existing plans or inform the first step into a new marketing and business development frontier. Trend #1: An Increased Focus on Marketing Strategy An immediate business effect of the pandemic was a pause in ongoing and incoming work at many law firms. The resulting slowdown forced lawyers to look to their marketing and business development teams more than ever to continue bringing business through the door. To make matters more difficult, most law firm marketing departments had an immediate freeze and/or reduction of marketing spend. Now that the marketing budget has been unlocked again, firm leadership has a spotlight on Three Growing Trends Legal Marketers Need to Prepare for in 2021 by Jason Kennedy

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