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Net Neutrality and Online Marketing – A Bigger Law Firm Magazine Exclusive

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San Francisco, CA (Law Firm Newswire) January 19, 2015 - The internet is still a relatively new development, and industry regulations are still in flux, with net neutrality being one of the most debated and important issues at hand. In the most recent issue of Bigger Law Firm Magazine, Justin Torres helps law firms understand the net neutrality debate, as well as the impact net neutrality could have on their work.

Torres writes that, because online marketing relies on the easy distribution of content, including bandwidth-heavy content like videos, law firms would feel the impact of the elimination of net neutrality. If implemented, such a change could hinder the flow of content, potentially preventing firms from adopting or creating technology innovations and from distributing content that goes against internet service providers' (ISPs')’ views.

Currently, Federal Communications Commission (FCC) rules require that ISPs treat all internet traffic equally. Internet service providers, including Verizon, AT&T and Comcast, are lobbying to overturn these net neutrality rules. They plan to charge companies, and possibly internet users, for access to certain websites, and to slow down access to companies who do not pay their fees.

As Torres explains, in January 2014, Verizon filed a lawsuit against the FCC, arguing that the FCC did not have the authority to dictate how internet service providers operate because they are “service providers,” not “common carriers” like telephone companies. 

Following the ruling, AT&T, Comcast, and Verizon began throttling Netflix, until the video streaming giant made paid peering agreements with each company.

The major ISPs, along with others in the the industry, are the biggest opponents of net neutrality. They argue that, with ever-increasing amounts of data moving through the internet, it costs more now than in the past to provide internet service. Without net neutrality, these companies would allow bandwidth-heavy websites to pay for access to “fast lanes.” According to the ISPs, this would allow them to fund better internet infrastructure.

Proponents of net neutrality, including President Obama, would like the internet to be classified as a public utility, making internet providers subject to the same FCC regulations as telephone companies. Torres explains that the majority of the public, as well as companies with websites, favor net neutrality. Proponents of net neutrality worry that removing net neutrality rules would give ISPs total control over internet speeds and would inhibit smaller websites, especially for startups and small businesses.

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BLF Magazine Covers Google TV Rank in Latest Issue

google_tv_blf_magazineTampa, FL (Law Firm Newswire) January 15, 2015 - In the newest issue of Bigger Law Firm magazine, writer Cara Tucker explains Google TV Rank and how it impacts search rankings in her article, “The Future of Search.”

As Tucker reports, Google TV Rank is emblematic of the new, post-keyword era of search. The technology is one example of how Google is using the offline behavior of individuals to inform the search results that it returns.

“Lawyers need to understand that search has changed, radically,” comments Jason Bland, Bigger Law Firm founder. “Google is pushing far beyond keywords and text-only searches, and that has a significant impact on the way law firms should approach their websites and online campaigns.”

Google TV Rank works in a fairly straightforward way. Google users can allow their Android mobile devices to listen to and identify what is playing on the television. Google then uses that information to inform future search results. In the article, Tucker gives the example of a user who might be watching a program featuring a specific model of Porsche. The next time that user searches for the word Porsche, Google might be more likely to return at least one result about the model featured on the television program.

Tucker points out that Google TV Rank is similar to other technologies Google already uses to sync offline experiences with the online world. For example, Google takes a user’s geographic location into account when returning results, and already delivers relevant weather notifications and sports scores to users it has determined might be interested.

In the article, Tucker examines these and other technologies that paint a picture of where Google is headed with search.

“I see so many law firms who hope that they can get online exposure by loading their websites with keywords and phrases,” says Bland. “The truth is that with these new technologies, it is already much easier for intelligent and creative law firms to come out on top. I am excited about that.”

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Mailchimp’s Marketing Automation Tools Could Offer Big Benefits to Law Firms

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San Francisco, CA (Law Firm Newswire) January 12, 2015 - The latest issue of Bigger Law Firm magazine explores technological trends and tools that law firms can use to market to their clients online. BLF enables attorneys to keep their online marketing strategy in line with the latest developments in the industry.

In this issue, Alisha Corbitt explains how law firms can use Mailchimp’s new automation tools to enhance their marketing strategies. Mailchimp recently expanded its repertoire of marketing tools, allowing businesses to automate their email marketing to a greater degree than in the past.

Corbitt begins by exploring how law firms can benefit from the use of automated email marketing. Because email marketing allows firms to actively reach out to specific subscribers, it can be an excellent resource for nurturing leads. However, in order to successfully use this tool, it is important that clients receive content that is tailored to their interests. Automation can help with that task.

Mailchimp previously only offered autoresponders, but now, new automation workflows and other automation tools allow businesses to reach clients and leads with content at specific times. Automation workflows allow businesses to designate, in advance, how a series of emails is released over time. Law firms can send welcome emails or a recurring sequence of emails. 

Automation triggers are also among the new tools lawyers can use, Corbitt writes. Automation triggers send out certain emails based on data -- such as what the user has clicked on or what he or she has engaged with in past campaigns. As a result, subscribers can receive content that they have already expressed interest in and are more likely to respond to.

Corbitt further discusses the improved reporting features Mailchimp has released in recent months. Examining the effectiveness of an email marketing campaign is essential, and Mailchimp’s new reporting tools allow users to receive daily automation reports. Additionally, reports can be viewed for whole automation workflows or for individual emails, allowing users to hone in on the details or focus on the bigger picture as needed.

Corbitt’s article is among several pieces that will help attorneys and law firms use technology to reach out to clients as effectively as possible.

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