Law firms struggle with the digital age
Law firms are finding it difficult to differentiate their offerings as they cannot innovate like other businesses.
Law firms are still coming to terms with the new digital landscape and many are still struggling with the concept of having to actually promote their professional legal services, according to a leading law firm marketing chief. Australian law firm Holman Webb Lawyers’ chief marketing and corporations relations officer, Adriana Giometti, told CMO that not only was differentiating law firms in a saturated marketplace difficult, social media was also difficult. She told the magazine that unlike traditional companies and organisations, ‘law firms can’t innovate and bring out ‘new law’ in the way some companies can bring out ‘new products.’ At the same time, there are a growing number of lawyers battling it out on price.’ And while social media is slowly gaining momentum, it isn’t driving revenue, she said. ‘On top of this, written content is overdone and clients are bombarded, so the pressure is on more than ever before to find new and innovative ways to engage with new and prospective clients.’
The challenges and opportunities with digital content will be discussed at this year’s Law Firm Marketing Forum on 7 November. Speakers will include: Robin Stephens, Director, Vuture; Karen Snell, Head of Marketing Projects and Campaigns, Hogan Lovells; Ed FitzGerald, Head of Brand & Marketing Services, RPC and Keith Hardie, European Marketing Director, Bryan Cave.