Are You In Tune With Law Firm Marketing in 2013? Nielsen & Billboard Are Tracking Web Data.

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A few months ago, I wrote an article entitled “Is TV Dying As An Effective Law Firm Advertising Medium?” In it, I mentioned that some firms with large TV advertising budgets and well-planned marketing still receive decent returns from TV. However, DVR, TIVO, Roku, mobile devices, Social Media and the Web’s ability to be interactive are contributing to declining viewership of TV ads and threatening the future of TV advertising as well as other traditional advertising media.

USA Today’s Money section, February 22, 2013, published a section called “Checking Pop Culture’s Pulse,” which included an article entitled “Finally, Factoring In The Web.” The article stated:

The Web is re-defining entertainment: Now its influence is shaping measurements of what Americans watch and what music they listen to. Nielsen, which measures TV viewership, will soon begin counting people who watch programs through broadband services such as Netflix in addition to the traditional broadcast and cable hook-up. “Billboard” this week began counting U.S. YouTube data among the factors it uses for its Hot 100 songs, rankings and other charts.

Many law firms are still not embracing the Web and are facing declining case loads and increasing costs per case. Our Marketing Director, Tanner Jones, recently wrote an article on tracking your law firm’s ROI and cost per case. In it, he pointed out that several of our Consultwebs.com clients are achieving a $320 cost per case for Web marketing. On the other hand, most law firms spend more than $1,000 per case for TV advertising. Additionally, the cost per case for TV is increasing, according to Ken Hardison, PILMMA law firm marketing expert and Hardison & Cochran (Raleigh, NC) personal injury law firm partner.

In addition, a recent Forbes article stated that in 2013, revenue generation will be more important than lead generation in regard to marketing efforts. “Instead of just measuring lead generation,” said the article, “marketing’s worth to a company [such as a law firm] will start being weighed against sales growth.”

The author also states that this shift could change the age-old key performance indicators of marketing departments. At Consultwebs.com, we focus on results for our clients. Cost per case is our bottom line.

If you would like additional information on this topic, or for us to provide a free audit of your Web presence, please email our team of law firm marketing professionals at marketing@consultwebs.com or call us at (800) 872-6590.

Dale Tincher

Dale Tincher is CEO of Consultwebs.com, Inc.  Dale lives in Raleigh, NC and is a prominent Web design and promotion specialist, endorsed Web consultant, trainer, writer, photographer and speaker. Follow Dale on Google+.

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Dale Tincher

Another indication of the power of Social Media and the Web is the data in a March 22, 2013 USA Today article, “Why NBC may tap Fallon to succeed Leno”.

Comments include, “The Tonight Show still pulls in a big TV audiences: more than three million viewers a night. Those eyeballs are what advertisers care about, but that’s changing, says Bill Carroll, with Katz Television Group, which sells TV advertising.

“Social media is becoming part of the overall equation,” he says. “Advertisers are starting to pay attention.”

Yesterday, Nielsen released a report that found Twitter has a major impact on TV ratings. That’s good news for NBC and Fallon. He has some eight million Twitter followers. Leno has just half a million.”

http://www.marketplace.org/topics/business/why-nbc-may-tap-fallon-succeed-leno

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Dale Tincher

Two additional important reasons Web advertising will continue to advance at the expense of TV advertising are Google’s $35 device – http://goo.gl/2gVqVN and Starbucks wi-fi partnership http://goo.gl/RXogJw.
Google’s simple device will shake up television Outside the Box

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Dale Tincher

The Specter Haunting Pay TV This Year Could Mark the First-Ever Annual Decline in Pay-TV Subscriber Numbers, Deepening Cord-Cutting Fears
http://online.wsj.com/article/SB10001424127887323455104579012841493670338.html

Some interesting excerpts from the article include:
“Still, if UBS’s estimate holds, 2013 would mark the first annual decline in pay-TV subscribers ever.

If such declines accelerate, this could put more pressure on pay-TV margins that are being squeezed already by escalating programming costs. That would make cable and telecom providers more reliant on their broadband offerings for growth and could cause satellite firms, which lack that offering, to shrink.

Cord cutting may also start pushing TV networks, which price contracts based on distributors’ subscriber numbers, closer to online video services or Big Tech companies trying to enter TV, such as Google or Apple.”

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