News Article Published:
Friday, 22 August 2008
Category:
Legal
The way Britons seek legal representation is changing the approach firms take with their marketing, one expert has claimed.
Law firm marketing is moving beyond the widespread "word-of-mouth" model and beginning to orientate around online marketing, it has been suggested.
Professor Richard Susskind recently suggested in a Rapoport's Directory round-table debate that price comparison could play a crucial role in the future of online law firm marketing.
He told the Times: "You'll be able to check on their reputation and there’ll actually even be auctions among people who compete with one another.
"That is a fundamentally new way of selecting lawyers."
Reports also suggest that UK law firms are increasingly making use of online blogs in a bid to improve their branding and online marketing.
This practice has become widespread in the US, although has yet to command the same fervour among UK legal firms.
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