Martindale.com's international reach

James Harley, International Marketing Director Topic: martindale.com

Law firm marketers recognise the importance of demonstrating the value and ROI of marketing expenditure to their firm’s executive committee; however, attributing business development success to specific activities is more easily said than done.

Based in the London offices of LexisNexis Martindale-Hubbell, subscribing international firms have in the past presented us with a similar challenge – to demonstrate what success www.martindale.com has had in achieving electronic visibility across local language search engines and delivering an international audience beyond North America.

About a year and a half ago we began a project to address this, investing in a sophisticated IP address mapping technology capable of geo-locating those performing enquiries on the site.

The findings have been as intriguing as they have surprising and we have now aggregated and published these insights using interactive traffic “heat maps” displayed on our local language country websites.

The findings mirror the economic story of the day, principally one of structural shifts in demand for high value legal services with soaring enquiries performed on lawyers and law firms in the Unites States, Canada and Western Europe by users (prospective buyers) in China, India and Brazil. The intelligence provided by this analysis also tells a story of martindale.com as a legal reference with truly global reach - compelling ammunition for any international law firm marketer!

Last updated - 23 April 09

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