Driving Digital Innovation.

• Author: Roach, Betsi
• Position: LEADERS

Technology can radically change the way we work and market our own brands, and the speed at which technological innovation is occurring continues to accelerate.

There are few companies better known for their continued reinvention and innovation than Apple. Now, we will witness the unveiling of the Apple Watch. While manufacturing different products with different uses, Apple's innovations have one thing in common: They are extensions of a brand and are designed to deliver value to users, fulfill an unmet need and, ultimately, incrementally improve consumers' lives.

This technology era has meant more than just shifts in the consumer world; it has affected the way business is done from every angle. Perhaps, most importantly, this era requires a careful balance of creativity, technology and analysis to properly capitalize on market opportunities; the phenomenon is hardly more apparent than in digital marketing.

With the increase of available channels, digital marketing has meant increased data and a need to use that data to message the right people at the right time using the right channel. It is, in essence, the convergence of marketing and information technology.

Much like how digital documentation has changed the role of legal assistants, digital marketing and its reliance on information technology has caused a needed shift in the legal marketing mindset that takes into account both the creative and the analytical to arrive at a data-driven, brand-building marketing strategy that drives business growth.

There are some in the legal marketing field who have already perfected that balancing act...