Advertising was never as much of a moving target. That ad on the back cover of the Yellow Pages, the radio sponsorship or local seminar on estate planning worked year after year and could go on autopilot. Not so any more. Social media sites are always evolving and changing and users can afford to be fickle because usage is free. Lawyers can no longer think of marketing as a “set it and forget it” activity. Instead, they must constantly re-evaluate the efficacy of digital marketing tools to avoid paying money for a service that no longer delivers – or like Avvo, may have become obsolete.
