Legal Marketing Blog
April 2021: How to Choose the Digital Ad Strategy with the Best ROI
With digital advertising spending expected to increase this year by 13% to $169 billion according to MarketingDive, marketers will need to understand the new display ad formats and updated strategies to get the best return on their ad dollar investments.
The truth is that there is a lot of innovation going on with new digital ad formats that drive higher engagement with audiences such as:
- New high-impact units that give better visibility to your message.
- Video units that help you better tell your story.
- Multichannel ad strategies where you message prospects on TreasuryandRisk.com, as they access websites during their day, and on their social feeds.
- Premium programmatic units that grab attention but can be dialed up or down at a moment’s notice.
Fortunately, Law.com has you covered with our webcast that took place on May 4: ROI of Advanced Digital Advertising, where our B2B ad product experts will guide you through the options and present case studies. Click here to watch the on-demand webcast.
And we have other suggestions for improving the ROI you are getting with webcasts, brand marketing and content marketing. Please email me at [email protected] to learn more.
Trends Legal Industry Marketers Need to Know
- Many recent cases demonstrate it isn’t just law firms using tools developed by outside providers – they’re helping develop the tools themselves. Whether it’s Allen & Overy, DLA Piper, Crowell & Moring, Wilson Sonsini and more, firms aren’t just using tech as a differentiator – they’re using the fact that they specifically developed the tech themselves as a differentiator. Large firms have the scale to do this, and it is expected this will continue.
- E-Discovery is struggling to keep up with new forms of data to collect, and this problem is not going away. Stories about collecting discovery from collaboration platforms, and another specifically looking at social media platform Clubhouse, performed well. It will continue to be a point of focus for e-discovery companies because there will always be new forms of data popping up.
- Companies are still deciding whether to incorporate a more permanent place for remote working. Several stories examined different angles of this, including some advantages to be gained by revising sexual harassment policies or augmenting cybersecurity postures; the hot topic of digital vaccine passports; how companies need to rethink how they handle employee exits; and how renovated offices for the in-house legal department at Georgia-Pacific are serving as a case study for big law firms pondering how to bring lawyers and staff back together if the pandemic eases.
- Women in leadership. Several international firms have elected women into senior roles within a short period. We looked at who did what, why it is all happening now, and conducted interviews with some of the new leaders.
- As companies regain their footing, lateral hiring for legal department leaders picked up in March. A story on the mass exodus from Goldman Sachs’ legal department including Goldman Sachs’ former GC moving back to private practice was in the top 3 for this time period. Other big move stories were McDonald’s Corp. naming Desiree Ralls-Morrison to serve as its next full-time general counsel, Shawn Ray White becoming the incoming general counsel at the Obama Foundation, Jeff Taylor named the new GC at Fox Corp., Former Tesla’s legal boss Todd Maron joining medical apparel startup Figs as chief legal officer, and Novartis’ GC moving to biotech giant Moderna as their CLO.