lmatech2013: raising the bar: making the most of digital in today’s legal landscape
DESCRIPTION
John Ray, Industry Head – Legal, Google, Inc. John Ray, Industry Head – Legal, of Google will present and an overview of the opportunity for legal professionals to utilize digital in acquiring new business and growing the current business that already exists. He will provide an overview of industry trends/ stats on how we are becoming digital at a rapid pace utilizing several technologies at once. Each device is carving its own niche, leading to simultaneous use. ad spending in Legal is reflecting this and becoming just as complex •How to Be Relevant. What the Google algorithm means in terms of reaching potential clients when they are asking for information. •How to Be Accountable. Data is king. The importance of Analytics and how they provide insights for Search. •How to Be Found. Digital is not just search. Online video and social offer a more engaged environment through YouTube, Google+, Facebook, etc. Let the user decide how to interact for higher levels of engagement. •How to Be Ready. Mobile is the future. Mobile is the center of our lives and the share of Legal queries coming from mobile is growing . How mobile connects all media how TV + Mobile = a winning combination.TRANSCRIPT
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Making the most of digitalJohn Ray
Legal Industry Head, Google UK
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be found
across all screens
winning the moments that matter
using data to succeed
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be found
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375,000,000legal-related queries every month in the USA
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Their expectations are changing
1996 2013
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Their expectations are changing
2013
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Answer their need
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across all screens
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Means of interaction are increasing
2005 2013
Consumers can reach you any time, any place
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98%of people use multiple screens sequentially throughout the day to accomplish a task
Make it easy for them, whatever device they use
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winning the moments that matter
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START
FINISH
2013
2000
START
FINISH
Consumer journey is much more complex today
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“Marketing is no longer about the stuff that you make, but about the stories you tell.”
Seth GodinAuthor & Entrepreneur
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This is true for you as much as for Nike
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This is true for you as much as for Nike
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using data to succeed
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The amount of data is increasing exponentially
2bn online
5bn online
5bn mobile
800 exabytes (x1018)
10bn mobile
53 zettabytes(x1021)
2013 2020
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‘‘The ability to take data – to be able to understand it, to process it, to extract value from it, to visualize it, to communicate it: that’s going to be a hugely important skill in the next decades”
Hal Varian, Google Chief Economist
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Data helps you find the right people
SITE DATAHow long do they stay on site,
what sites do they leave for
OFFLINE DATACalled office, walked in to high street
branch
ADVERTISING DATAWho converted, when, where
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Find the right data
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Analyse, analyse, analyse
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be found
across all screens
winning the moments that matter
using data to succeed