In one of my recent columns I discussed the idea of measuring marketing effectiveness. As an adjunct to that piece, I want to comment this time out on a trend I’ve noted in the marketing industry that I think is noteworthy for law firms – the rise of the digital marketer.
In-house marketing roles in law firms have historically focused largely on “the classics” of professional services marketing – business development (co-ordinating RFP responses and assisting with client pitches), event management (client seminars and firm receptions) and brand identity projects as well as oversight of firm print collateral (brochures, . . . [more]