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Technology in Marketing: Using the Web

By Nancy Manzo

In the last two years, there has been an explosion of new technologies and new ideas in law firm marketing and business development. There are more ways than ever before to communicate to your audience and tell your firm's story to clients, potential clients, recruits, and the media through these new technologies. However, having technology alone does not make an effective marketing program. Effective marketing means striking a chord with your audience, making a connection. When you give value, and provide someone with choice ' that combination of valuable content delivered in a targeted way using innovative technologies – results in happier customers. Web 2.0 has taken the Internet to an exciting new level ' characterized by true interactivity between Web site hosts and Web site users.

The legal industry hasn't been known to be the most innovative industry when it comes to cutting-edge interactive marketing. But a handful of firms are challenging that assumption.

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