Our Digital Journey.

• Author: Roach, Betsi
• Position: IMA NEWS

1985 was a big year for us. It was the year that several passionate professionals in the budding legal marketing industry established the Legal Marketing Association. During the past 30 years, we have grown from a small start-up to an international association of more than 3,700 members, and it is through the Internet and rise of digital marketing, amongst other areas, that this not-for-profit organization has been able to cultivate a highly specialized community to share best practices and experiential knowledge.

The breadth of our reach would not have occurred without the thoughtful and continuous development and communication of services and offerings that meet the needs of the legal marketing community, maintaining the position and responsibility of being the "Authority for Legal Marketing."

This past year has been no exception. Borrowing from successful tactics used in B2C product marketing, LMA deployed a highly targeted digital marketing campaign, supported by a multi-point lead nurturing campaign, to drive awareness and engagement. Through these efforts, we have had more than 4.6 million impressions of the LMA brand and have...