According to Carolyn Elefant on Nolo’s Legal Marketing Blawg, the time may have come for lawyers to start considering mobile marketing options.
There can be no doubt that mobile is the future of the Internet. In addition to the numbers cited by Carolyn, mobile is clearly front and center in the minds of the powers that be at Google, Apple, and Microsoft. But will mobile marketing work for lawyers? And as always, the answer is that it will depend.
It is foreseeable that many practice areas will benefit from marketing and advertising in the mobile device space. Like they have experienced in the general search marketing arena, it is likely that practice areas such as personal injury, criminal defense, and even bankruptcy will find success in mobile marketing.
More and more consumers are using their mobile devices for search. This is especially true when it comes to searching for local businesses. If you have a local consumer-based law practice, you may be able to enjoy a higher return on investment than you would in another media.
One of the first places to start is Google Adwords, which provides a mobile device option. Unfortunately, adwords doesn’t have a convenient interface for segmenting between general Internet searches and mobile device searches (although that’s probably coming).
In order to measure the performance of mobile for your law firm, set up a separate campaign and select the mobile device option only. This way, you can see impression, click, and conversion data solely from mobile devices.
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