I will admit, I was intrigued by the title of Craig McGuire's most recent posting: "What Do Beer and Chocolate Have to Do with Law Firm Marketing?" Read his article below to find out the connection.
2 "International Data Corporation (IDC) Worldwide New Media Market Model," IDC, Oct. 2012
Craig McGuire is Product Marketing Manager, (Websites/SEO/Social Media), solutions that enable solo practitioners and lawyers at small law firms to establish a successful, comprehensive, and manageable web and social media presence.
Half of smartphone owners say "It's My Life!" A majority of smartphone users are fully integrating their devices into every aspect of their daily lives, according to a new smartphone survey conducted by Prosper Mobile Insights.
The survey found that 52.9% say they utilize all of the functions of their smartphones, 30.4% say they use the basic functions of their smartphones and 16.7% only use their smartphones for calling, texting and emailing.
Calling features, GPS, and Facebook are also necessities to some. Despite privacy concerns - such as someone tracking their location - 55.9% of smartphone users say they prefer using their smartphone to access the Internet over using a computer (35.3% prefer to use a computer while 8.8% aren't sure).
The vast majority of smartphone users say they use their smartphone to browse for products or services. Three quarters use their smartphone to locate stores or look for store hours. Reading reviews and researching specific products are also top smartphone activities, and half say they have made a purchase via their smartphone device
Law Firm Marketing Takeaways
If your law firm website can't be viewed well on a 2-1/2 inch screen, you are missing a lot of online traffic. It's time to put a mobile marketing plan in place.
82% of businesses plan to increase their spending on mobile phone marketing over the next year, as I reported in May. In response, 33% of businesses currently have a mobile strategy in place, a
The LawMarketing Channel, which I operate, has had a mobile-friendly version for two years. I took a cue from my own personal habit, which is to view websites on my Samsung Droid Charge with 4G capability whenever I have even two minutes of downtime.
Call me compulsive, but law firm clients are just like me. For further evidence, read The M-dot Revolution is here. Has Your Law Firm Marketing Joined It?
Law firms are faced with a growing installed base of mobile devices among their clients. Clients use smart phones for email, the Web, texting, and even working on documents. In response, 33% of businesses currently have a mobile strategy in place, and among those who don't they plan to have one within the next 12 months. Relationship marketing -- customer loyalty and retention -- is at the heart of the perceived benefits of mobile marketing.
Mobile marketing involves:
- Creating mobile-friendly websites
- Apps for clients
- Methods to conduct business with programs “in the cloud” using a smart phone.
It’s called the M-dot revolution, because the URL of mobile friendly websites is usually “m.lawfirm.com.”
The spark for the revolution is the new HTML5 web code standard which makes the browser the universal computing platform – not the operating system (such as Mac OS or Windows). It helps overcome the weak processors in smart phones so they can run tasks quickly. The average smart phone user now spends more than 11 hours a month using apps, according to a March 2011 study by Zokem.
Many clients use smart phones to read news, which is accessible with an app or a browser, the information is stored in the cloud, and billing information and preferences can be easily shared.
CMOs will need to push their teams to develop compelling mobile-advertising strategies and create opportunities to use video more often. Who knows, maybe a law firm will develop a mobile app to monitor the purchasing activity of clients and offer them real-time, location-specific legal solutions.
You can see what your website looks like on a smart phone by visiting http://mobilesimulator.info. Check out this video which explains the importance of mobile marketing and has details for us techies.