Legal marketing execs, in a back-to-basics down economy, you can’t only target who you did last year
In the midst of economic challenges, customer retention, marketing ROI, and brand loyalty most important to top level marketing execs.
AdAge MediaWorks reviewed a survey done by Anderson Analytics of its 1,800-member group, which only admits top-level marketing executives who make more than $160,000 annually among other criteria.
Legal marketers are not alone in the trepidation they feel about doing Web 2.0. Many of the marketers in the group were probably wishing it would just go away, but it won’t .
Legal marketers are going to have to realize that implementing a social media strategy retains their clients (aka existing Tribe Members) by enabling an open forum of communication, creates brand loyalty due to this interaction.
Traditional Marketing was characterized by a severely limited ability to demonstrate ROI and marketing accountability, which led to the perception that marketing is a cost center.
Social Marketing gives marketers the ability to measure the bottom-line impact of every marketing activity, to quantify the impact of changes to marketing budgets, and to demonstrate marketing’s impact on revenue.
Tom Anderson, the managing partner of Anderson Analytics, synopsized the survey’s results, “Overall [marketers] seem to be casting a wider net, reflecting that in a down economy you can’t only target who you did last year.”
Photo by strizch
Tags: Kara Smith, Karasma Media, Legal Marketing Trends, ROI
