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5 Law, Tech. & Hum. 134 (2023)
Digital Marketing in the Legal Profession: What's Going on and Does It Matter?

handle is hein.journals/lwtchmn5 and id is 358 raw text is: httns :1thI.put. ed u a Volume 5 (2) 2023 LAW, TECHNOLOGY AND HUMANS https://doi.org/10.5204/thj.2828 Digital Marketing in the Legal Profession: What's Going on and Does it Matter? Justine Rogers and Anthony Song' UNSW, Australia Abstract Keywords: Digital marketing; legal profession; professionalism; law firms; legal ethics. I. Introduction Law firms face increasing competition for clients, with the entry of the 'Big Four' accounting firms, the rise of substitute suppliers and offshore options, and downward pressure from clients themselves.2 The contest for clients is taking place within a longer series of 'turf wars' within and by the legal profession to increase, secure and defend its special knowledge and jurisdictional (or work) boundaries.3 In recent times, one of the many responses of firms to secure clients within this pressurised environment has been to introduce more sophisticated marketing practices, in particular, 'digital marketing'.' 'Digital marketing' is the activity of using the internet and online technologies, such as computers, mobile phones, digital media channels and data tools to achieve marketing objectives.5 These objectives are typically 'to acquire customers, build customer preferences, promote brands, retain customers and increase sales'.6 In practice, digital marketing is about the management of an organisation's online presence, notably its website and social media accounts, and the implementation of certain Justine Rogers is Associate Professor at UNSW Law & Justice, Sydney. Anthony Song is a Research Fellow at the Centre for the Future of the Legal Profession, UNSW Law & Justice, Sydney. The authors would like to acknowledge Dr Felicity Bell and Talina Hurzeler for their feedback on earlier versions of this article and thank the peer reviewers. 2 Benchmarking, From the Courtroom. See also Faucon, Black Market Law Firms. 3 Webb, Turf Wars and Market Control. ' Kartson, Future of Legal Marketing. ' Chaffey, Digital Marketing, 5. 6 Kannan, Digital Marketing, 23. ___ _ Except where otherwise noted, content in this journal is licensed under a Creative Commons Attribution 4.0 International Licence. As an open access journal, articles are free to use with proper attribution. ISSN: 2652-4074 (Online) 134 © The Author/s 2023

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