As 2017 approaches, many law firms are planning their communications expenditures for the new year. For some firms, assigning digital marketing dollars can be a stumbling block as new communication channels surface, mobile usage grows its market share and the universe of existing and potential clients evolves. These dynamics present important challenges and opportunities.
Long-term sustainability for law firms hinges on identifying and engaging the people who will comprise their client base over the next 30 years, and that begins with millennials. Adults ages 18-30 now outnumber baby boomers as the nation’s largest living generation and therefore will comprise the largest pool of clients for the foreseeable future.
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