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Marketing after lockdown

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17 June 2020 / Grania Langdon-Down
Issue: 7891 / Categories: Features , Opinion , Profession , Covid-19
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As firms scramble for position post‑lockdown, effective marketing is crucial. Grania Langdon‑Down speaks to the experts
  • Highlights importance and value of return on investment (ROI).
  • Marketing & PR professionals offer views on how legal marketing will change after COVID-19.

As the lockdown starts to ease, measuring the effectiveness of marketing initiatives will be mission critical as law firms and barristers’ chambers seek to position themselves in a business landscape fundamentally changed by COVID-19.

In a special report for NLJ, lawyers and legal marketing and communications professionals consider what lies ahead in this ‘unchartered period of global change’ as everyone comes to terms with working in a more virtual world.

ROI: Return on investment

How will legal professionals measure what may be a better value marketing mix but one which is ‘frustratingly less human’? Will business travel be changed permanently as people see the potential benefits for the planet and family/work life balance?

However, amid the uncertainty, all agree that measuring the success of marketing initiatives through return on investment

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NEWS
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Online safety against serious harm
Tech companies will be legally required to prevent material that encourages or assists serious self-harm appearing on their platforms, under Online Safety Act 2023 regulations due to come into force in the autumn
Law reform ahead
Commercial leasehold, the defence of insanity and ‘consent’ in the criminal law are among the next tranche of projects for the Law Commission
Bullying & harassment at the Bar
The Bar has a culture of ‘impunity’ and ‘collusive bystanding’ in which making a complaint is deemed career-ending due to a ‘cohort of untouchables’ at the top, Baroness Harriet Harman KC has found
The Sentencing Bill: Crime & punishment revisited
Lawyers have broadly welcomed plans to electronically tag up to 22,000 more offenders, scrap most prison terms below a year and make prisoners ‘earn’ early release
Changing faces
David Lammy, Ellie Reeves and Baroness Levitt have taken up office at the Ministry of Justice, following the cabinet reshuffle
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