The sands of time stand still for no one or nothing. Legal marketing is no exception. Over the past three decades not only has legal marketing changed, it has also changed the way lawyers practice the profession as well. Take a look at the evolution of legal marketing and law practice.
The ‘80s
The legal field was slow to adapt any kind of marketing practices for a long time. Even in the late ‘80s, when other fields were noticing vast improvements in business thanks to their marketing efforts, law firms were cautious when it came to advertising. Most marketing efforts were done in-house and many firms tried turning their paralegals and administrative assistants into marketing specialists. Sometimes this strategy worked, often it did not.
The ‘90s
In the ‘90s, the Internet was still in its infancy. So, Internet marketing was barely a thought until later in the decade. Even when other industries were clamoring to get in on the action and reap the benefits of Internet marketing, the legal field lagged behind. Most law firms, including disability firms, were slow to jump on the bandwagon. Preferred methods of advertising were primarily television spots and billboard ads.
The ‘00s
By the turn of the century, it became evident that the Internet was here to stay. Using it as an advertising tool had proved to be beneficial in practically every industry. So, the legal field was forced to take part, for better or worse. There have been some important changes due to the advent of Internet marketing for law firms. In the past, all attorney advertising was regulated by state bar associations. Since advertising efforts have increased greatly over the years, it is impossible for this practice to remain the case. Although it has proved to be difficult for attorney advertising to be protected under the law, efforts are constantly being made. There have been several lawsuits over the years to uphold the idea that attorney advertising on the Internet remain protected under the First Amendment of the Constitution. Now that protection has been established, disability attorneys are freely able to use the Internet for whatever advertising purposes they want.
Today, Internet advertising has gone beyond banner and pop-up ads. It includes newsletters, blogging, chat groups, direct e-mail, solicitations, and is firmly set within social media. Advertising is content-heavy and client-centric. It is made with the purpose of attracting potential clients where they spend a great deal of their time. Internet advertising has become an easy way for law firms to attract new clients without having to look too far for them.