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Digital Marketing in The Legal Profession: What’s Going On and Does It Matter?


Law firms are importing ‘digital marketing’ into their practices. ‘Digital marketing’ is using the internet and online technologies, such as computers, mobile phones, websites, social media and data tools to achieve marketing objectives. These objectives are usually to acquire customers, build customer preferences and loyalties, promote brands and increase sales. Digital marketing is being introduced (directly and indirectly) by legal marketers, who are selling their expertise as solutions to the current pressures faced by firms. This is new territory for a profession that has historically opposed advertising and explicit self-promotion. For some, digital marketing is simply a modern twist on the personal referral of medieval times. But there is little in the current legal literature that looks closely at digital marketing in law and what it means for legal professionalism. This article presents digital marketing as a new form of entrepreneurial and managerial practice, adding to others operating in law firms as they become ‘target audiences’ of new business disciplines. We examine what digital marketing entails, the ideas and technologies behind it, the trends in and types of digital marketing in law, and the implications for lawyers’ identities, expertise, and professional and legal obligations. Digital marketing is now unavoidable. Firms today must understand the technologies and underlying ‘market’ logic that underpin digital marketing and support its responsible use by their lawyers and marketing teams.

Published: 2023-11-21
Pages:134 to 164
Section: Articles
How to Cite
Rogers, Justine, and Anthony Song. 2023. “Digital Marketing in The Legal Profession: What’s Going On and Does It Matter?”. Law, Technology and Humans 5 (2):134-64.

Author Biographies

University of New South Wales
Australia Australia

Justine Rogers is an Associate Professor at UNSW Law & Justice, Sydney. Her research focuses on legal ethics, education and regulation, lawyers' identity, work and organisation, and the future of the profession. From 2018-2023, Justine was Deputy Director of the Law Society of NSW’s Future of Law and Innovation in the Profession (FLIP) research stream as part of the Allens Hub for Technology, Law and Innovation at UNSW Law. She is a recognised educational innovator in the areas of legal ethics and legal theory.

University of New South Wales
Australia Australia

Tony Song is the Research Fellow at the Centre for the Future of the Legal Profession, UNSW Law & Justice, Sydney. His research investigates the impact of new technologies on the legal profession, with a focus on artificial intelligence, remote courts, drones, and crypto.

Open Access Journal
ISSN 2652-4074