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WHAT WE’RE WATCHING

WELCOME TO THE WEB - When the pandemic drove everyone out of their offices and into their homes, law firms were forced to alter how they marketed to both existing and new clients, meaning they had to quickly get comfortable using a radical new tool called “the internet.” OK, that might not seem like a big deal, but, as Law.com’s Patrick Smith reports, digital marketing has long been considered something of a fringe effort for law firms, who traditionally preferred client dinners and retreats to virtual conferences and Zoom happy hours. Over the past year, however, firms have learned to embrace video meetings, as well as other digital marketing methods like podcasting and social media. Now, they’ll need to decide which digital marketing methods worked best and were most worth the investment because, as with so many other things, even as the world returns to something resembling pre-COVID normalcy, there will be no going back completely. “It has leveled the playing field,” Precious Williams Owodunni, founder and CEO of legal consulting firm Mountaintop Consulting, told Smith. “The successful boutique firms can have the same digital marketing footprint as a large Am Law 100 firm.”

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