Recurring themes of Legal Tech West, held last week in Los Angeles, were privacy, risk management and demands for cost efficiency. Sound familiar? It turns out that online marketing trends are mirroring the needs of the legal sector, perhaps more than initially thought.
Privacy, Security Breaches and Accountability was the title of the Opening Day Keynote Address delivered by David Lazarus, Business Columnist with the Los Angeles Times. I was not in attendance to hear the speech though I can surmise it at least touched on the rise of social media and its impact on promoting and protecting the reputations of law firms both domestically and abroad. The speech preview posted on the Legal Tech website stated his intention to discuss whether or not traditional business best practices are enough in dealing with these issues. I’m sure Mr. Lazarus gave an informative, thought-provoking speech. However, I believe the message might have resonated even more had it been delivered by an expert in Online Reputation Management (ORM).
Legal Tech New York will not commence until late January 2011. It is widely and rightfully regarded as the most important law-based technology event of the year. As the digital landscape continually changes and improves across all genres, Legal Tech should leverage the knowledge and experience of ORM marketers for its East Coast Convention. Obviously, the overriding focus of Legal Tech should remain law-specific but increasing the number of panel discussions centering on social media, search and ORM would stress to law firms the importance of implementing digital strategies into their marketing plan.
martes, 29 de junio de 2010
lunes, 21 de junio de 2010
Legal Goes Social
An increasing number of plaintiff law firms are leveraging social networking to cultivate their client base with highly targeted campaigns and profitable results. Firms are creating websites, blogs and news sites highlighting a practice specialty, marketing initiatives that are attracting visitors and prospective clients. For example, Parker Waichman Alonso LLP has created three websites, bigspills.com, oilspillclaims.com and oil-rig-explosions.com, to attract potential clients to the firm. The strategy is driving results. More than 1000 people have filled out contact forms and close to a dozen law suits have been filed. The firm’s approach is intriguing; a balancing act between utilizing social reach and exploiting a catastrophe. The latter of the two speaks to the need of law firms to invest in Search and Online Reputation Management (ORM).
Law firms like Parker Waichman Alonso may be tempted to implement Search and ORM within their internal marketing structure citing the success of Parker’s website launches. Regardless of their size or ranking, law firms must not take their reach or reputation for granted. Outsourcing Search and ORM to knowledgeable performance marketers can provide firms with a cost-efficient, fully optimized keyword research program designed to maximize marketing spend and drive relevant traffic to their site. Implementing a robust ORM system will provide firms with continuously improved monitoring of and protection from negative user posts. It will also enhance positioning of positive and negative results on the first page of major search engines, generate online buzz through blogs and reviews and offer better communications management of social media sites.
Performance marketers attending LegalTech West on June 23rd and 24th should take this opportunity to promote their valuable services to law firms. By outlining the value proposition of Search and ORM and their clear results-driving benefits, the legal community should have little objection.
Law firms like Parker Waichman Alonso may be tempted to implement Search and ORM within their internal marketing structure citing the success of Parker’s website launches. Regardless of their size or ranking, law firms must not take their reach or reputation for granted. Outsourcing Search and ORM to knowledgeable performance marketers can provide firms with a cost-efficient, fully optimized keyword research program designed to maximize marketing spend and drive relevant traffic to their site. Implementing a robust ORM system will provide firms with continuously improved monitoring of and protection from negative user posts. It will also enhance positioning of positive and negative results on the first page of major search engines, generate online buzz through blogs and reviews and offer better communications management of social media sites.
Performance marketers attending LegalTech West on June 23rd and 24th should take this opportunity to promote their valuable services to law firms. By outlining the value proposition of Search and ORM and their clear results-driving benefits, the legal community should have little objection.
viernes, 18 de junio de 2010
Getting On Board With Metrics
Next time you board a plane embarking on your dream vacation, take a moment to consider the metrics that will get you to your desired location; thorough testing, proprietary evaluations and performance analytics before and after takeoff. These metrics along with campaign analysis, optimization and reporting are just as important for marketers looking to keep their campaigns on course for success.
Metrics for campaign effectiveness need to be maintained since they are constantly changing and continuously improving. And there are proven methods that will help you determine whether or not your ads are clear for take-off. A proactive approach is your best approach. Staying on top of sales leads, click-throughs and traffic before and after a campaign takes off will help you track its effectiveness. Offering incentives and creating a sense of urgency sparks consumer interest and prompts action. Perhaps most importantly, tapping into the power of social media outlets enables clients to target a relevant audience and generates buzz. According to Nielson research, social advocacy is responsible for a 4x increase in buyer intent.
So before you prepare your next campaign for takeoff, remember to consider the metrics in order to ensure optimum campaign performance.
Metrics for campaign effectiveness need to be maintained since they are constantly changing and continuously improving. And there are proven methods that will help you determine whether or not your ads are clear for take-off. A proactive approach is your best approach. Staying on top of sales leads, click-throughs and traffic before and after a campaign takes off will help you track its effectiveness. Offering incentives and creating a sense of urgency sparks consumer interest and prompts action. Perhaps most importantly, tapping into the power of social media outlets enables clients to target a relevant audience and generates buzz. According to Nielson research, social advocacy is responsible for a 4x increase in buyer intent.
So before you prepare your next campaign for takeoff, remember to consider the metrics in order to ensure optimum campaign performance.
martes, 15 de junio de 2010
Multichannel Integration: Making it Work, Live at DM Days
Trying to grow a business in an uncertain economy is never easy, especially when the products and services needed to drive growth are luxurious in nature. Steve Strauss, CEO of American Laser Centers (ALC) was faced with this dilemma late in 2009. Marketing tactics that had worked in the past now lacked potency. Marketing spend reflected the financial climate. ALC couldn’t run the risk of creating a campaign that lacked efficiency and a high-level message. Enter MediaWhiz.
ALC accepted MediaWhiz’s proposal to deliver not only growth but to continuously improve performance. ALC provided MediaWhiz with sales data to determine what was working and what wasn’t. Daily contact between ALC and MediaWhiz as well as continuous analysis revealed that user experience and a concise sales process were important to successful campaign execution. The MediaWhiz Program of Continuous Improvement optimized ALC’s multi-media marketing strategies while streamlining the ALC sales process. ALC doubled their online marketing budget and increased profitability. MediaWhiz successfully developed and implemented a Performance Marketing Program of Continuous improvement that drove unprecedented results for ALC including a 20% increase in lead volume, a 22% increase in bookings, a 9% increase in the show rate, and a whopping 58% increase in conversions to sale.
Come to Digital Marketing Days this Wednesday, June 16th for a 2:30 session with ALC CEO Steve Strauss and MediaWhiz CEO Jonathan Shapiro to learn more about this successful online performance program and how to make multichannel integration work.
ALC accepted MediaWhiz’s proposal to deliver not only growth but to continuously improve performance. ALC provided MediaWhiz with sales data to determine what was working and what wasn’t. Daily contact between ALC and MediaWhiz as well as continuous analysis revealed that user experience and a concise sales process were important to successful campaign execution. The MediaWhiz Program of Continuous Improvement optimized ALC’s multi-media marketing strategies while streamlining the ALC sales process. ALC doubled their online marketing budget and increased profitability. MediaWhiz successfully developed and implemented a Performance Marketing Program of Continuous improvement that drove unprecedented results for ALC including a 20% increase in lead volume, a 22% increase in bookings, a 9% increase in the show rate, and a whopping 58% increase in conversions to sale.
Come to Digital Marketing Days this Wednesday, June 16th for a 2:30 session with ALC CEO Steve Strauss and MediaWhiz CEO Jonathan Shapiro to learn more about this successful online performance program and how to make multichannel integration work.
Privacy Moves Beyond Facebook
It has finally happened – privacy now transcends Facebook. Potential congressional legislation spearheaded by Virginia Democrat, Representative Rick Boucher, would require ad networks to obtain user consent to track their third party activity by way of an opt-in option. Ad agencies are understandably miffed by Boucher’s proposal fearing it will stifle their ability to market brands and services in what has always been a free-flowing Internet.
The Interactive Advertising Bureau (IAB) is also up in arms over the proposed legislation, especially the section that calls for consumer consent when agencies collect information via cookies, IP addresses or unique user names. On the flipside, consumer groups fear the legislation does not go far enough instituting protections. In this curious game of privacy 'He said, she said', one must ask why this is a relevant political hot potato.
Rick Boucher uses Twitter. He is on Facebook. How can someone clearly trying to benefit from social media, so-called privacy infringing social media, be so hell bent on passing this type of bill? Welcome to campaign season. Representative Boucher is facing a serious challenge to his seat. Positioning himself as a champion of the people could serve him well in his campaign. Considering Facebook came out of its privacy battle relatively unscathed, Boucher's fight could help him without adversely impacting the digital landscape.
Interactive should take a collective deep breath. In a world where people routinely divulge their location via mass tweet or subscribe to mobile applications trading personal info for a great deal on designer shoes, Boucher's bill - pass or no pass - will go a long way toward eventually killing itself.
The Interactive Advertising Bureau (IAB) is also up in arms over the proposed legislation, especially the section that calls for consumer consent when agencies collect information via cookies, IP addresses or unique user names. On the flipside, consumer groups fear the legislation does not go far enough instituting protections. In this curious game of privacy 'He said, she said', one must ask why this is a relevant political hot potato.
Rick Boucher uses Twitter. He is on Facebook. How can someone clearly trying to benefit from social media, so-called privacy infringing social media, be so hell bent on passing this type of bill? Welcome to campaign season. Representative Boucher is facing a serious challenge to his seat. Positioning himself as a champion of the people could serve him well in his campaign. Considering Facebook came out of its privacy battle relatively unscathed, Boucher's fight could help him without adversely impacting the digital landscape.
Interactive should take a collective deep breath. In a world where people routinely divulge their location via mass tweet or subscribe to mobile applications trading personal info for a great deal on designer shoes, Boucher's bill - pass or no pass - will go a long way toward eventually killing itself.
lunes, 7 de junio de 2010
The Impact of IPv6
It turns out the infinite online space is anything but; the Internet is going through something of a cyber jam. By September 2011, the final extensive batches of addresses will be distributed. Yes, final. A few months later, there will be no new addresses available. I can sense the creation of 2000glitchredux.com rapidly approaching. But in all seriousness, the ramifications of IPv6 could ultimately prove devastating – to some.
While the major search engine and online presences are ready for the switch, small businesses in particular are wary of the new technology from financial and systemic standpoints. But they aren’t the only ones feeling the heat. Content providers also need to get with the IPv6 program. And did I mention performance marketers?
IPv6’s impact on a full-service digital marketing suite of products and services may be hard to quantify but it is necessary to understand. Now is the time for digital agencies to leverage the power of IPv6 and implement it into their marketing strategy. Developing expert knowledge relevant to the coming internet protocol will foster trust with customers, essential for improving optimization, increasing consumer profitability and driving results.
While the major search engine and online presences are ready for the switch, small businesses in particular are wary of the new technology from financial and systemic standpoints. But they aren’t the only ones feeling the heat. Content providers also need to get with the IPv6 program. And did I mention performance marketers?
IPv6’s impact on a full-service digital marketing suite of products and services may be hard to quantify but it is necessary to understand. Now is the time for digital agencies to leverage the power of IPv6 and implement it into their marketing strategy. Developing expert knowledge relevant to the coming internet protocol will foster trust with customers, essential for improving optimization, increasing consumer profitability and driving results.
martes, 1 de junio de 2010
MThink’s Blue Book Top 20
Affiliate marketing fraud, or at the very least the perception of it, remains an industry-wide blight. Regardless of federal regulations and threats of increased government oversight, affiliates, advertisers and publishers continue to do themselves more harm than good playing a constant game of one-upmanship. Whether it’s buying bad conversions, deceptive ads and links or charging for clicks that haven’t been used, affiliate marketers must cease and desist with these irresponsible practices.
The temptation of affiliates to adopt new traffic sources without considering the effect they will have on advertiser conversions is an example of individual greed undermining industry growth. But affiliates are not solely at fault. Advertising and publishing networks have their own bottom lines to meet. As profits and conversions rise, networks tend to concern themselves less with the long-term health and tricky legalities of affiliate marketing. But this needs to change.
Affiliates, advertisers and publishers need to resist the temptation of the quick money fix. Business owners rely on sound publishers just as publishers rely on legitimate network offers. Advertisers, publishers and business owners must view themselves as being part of a trilogy responsible for driving results and continuously improving profitability and the industry as a whole.
Though affiliate marketing fraud is a problem, all is not lost. The release of the Blue Book’s Top 20 performance marketing networks proves that following the rules can maximize profits. Still, these performance marketers must apply the best practices they used in achieving their top 20 rankings to put an end to the misleading affiliate offers currently polluting the online space. Affiliate abusers have been one step ahead of the game for far too long. As skilled marketers, this is one game of one-upmanship we need to win.
The temptation of affiliates to adopt new traffic sources without considering the effect they will have on advertiser conversions is an example of individual greed undermining industry growth. But affiliates are not solely at fault. Advertising and publishing networks have their own bottom lines to meet. As profits and conversions rise, networks tend to concern themselves less with the long-term health and tricky legalities of affiliate marketing. But this needs to change.
Affiliates, advertisers and publishers need to resist the temptation of the quick money fix. Business owners rely on sound publishers just as publishers rely on legitimate network offers. Advertisers, publishers and business owners must view themselves as being part of a trilogy responsible for driving results and continuously improving profitability and the industry as a whole.
Though affiliate marketing fraud is a problem, all is not lost. The release of the Blue Book’s Top 20 performance marketing networks proves that following the rules can maximize profits. Still, these performance marketers must apply the best practices they used in achieving their top 20 rankings to put an end to the misleading affiliate offers currently polluting the online space. Affiliate abusers have been one step ahead of the game for far too long. As skilled marketers, this is one game of one-upmanship we need to win.
Suscribirse a:
Comentarios (Atom)