Understanding the Art & Nuances of Data-Driven Digital Marketing

Track: Technology & Innovation: Internal Audience

Session Number: 871
Date: Tue, Oct 22nd, 2019
Time: 11:05 AM - 11:45 AM

Description:

This program will address the current state and capabilities of digital marketing and the ROI that can flow from it. We will discuss the importance of developing and executing a holistic marketing and communications strategy, how smart content creation feeds the funnel and how building the proper target personas can influence a successful digital campaign. We will also present a few brief case studies that showcase what a successful campaign can look like, and how that ROI can be championed across a firm’s management committee – no matter what the structure. We will address the art of “selling” digital within a firm and offer insights as to how panel participants have been able to get buy-in and support at their firms – no matter how reluctant partners may have been from the initial proposals. Last, we will explain and dive deeper into how legal marketers can leverage the data in sophisticated ways to strengthen their positions internally, as well as to ultimately help their lawyers win new business.

Session Type: Strategy Discussion

Learning Objectives: • How to champion buy-in for digital marketing inside the law firm partnership model.
• How to appreciate and advance ROI leveraging data-driven digital marketing efforts.
• How to identify and develop smart, strategic and SEO-optimized content to drive success across digital channels.
Target Audience (Essential or Advanced): Advanced
Body of Knowledge (BoK) Domain: Business Development, Communications, Technology Management
Session Type: Strategy Discussion

Learning Objectives: • How to champion buy-in for digital marketing inside the law firm partnership model.
• How to appreciate and advance ROI leveraging data-driven digital marketing efforts.
• How to identify and develop smart, strategic and SEO-optimized content to drive success across digital channels.
Target Audience (Essential or Advanced): Advanced
Body of Knowledge (BoK) Domain: Business Development, Communications, Technology Management