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Data is at the core of CAMG’s response-driven marketing approach. We developed the Legal Marketing Index® and our Data and Analysis Reference Guides for various torts to share response data, industry monitoring data, and analysis. As firms continue to look to digital opportunities as a component of their marketing mix, we’re now including digital data in our monthly LMI for many torts, as well as in our updated reference guides.

Let’s look at the various types of digital data and how you can use that data to help you make smart marketing decisions. We’ll begin with a look at a snapshot of digital data for various torts and practice areas.

3M Defective Earplugs

In our 2019 3M Military Earplugs Marketing Data & Analysis Reference Guide, we included a first-time deep dive into digital data, which we will review here.

Targeting Parameters for Digital Media

Efficient marketing starts with defining and targeting the most likely buying audience. Digital marketing is no different. In fact, digital platforms provide a highly granular approach to audience segmentation. When you segment your audience, you divide people into subgroups based on demographics, including age, geography, interests, occupations, and additional criteria.

We put together targeting parameters with digital media for 3M Earplugs, which can be applied to your digital marketing strategy.

Age

  • Adults 21 - 40

Geography

  • International
  • National
  • Local
  • Hyper-local by military bases

Interests

  • Earplugs
    • Dual-ended
  • Hearing Loss diagnosis
  • Tinnitus diagnosis
  • Lawsuits

Military Branches

  • Army
  • Navy
  • Air Force
  • Marine Corps
  • Coast Guard

Digital Data from October LMI

The digital data provides us with a look at response data from campaigns in progress. Data that was published in the October LMI shows us that 42% of the responses came from males, 25-45, which helps us further drill down demographic targeting. We also see that Facebook was the most commonly used platform by those who responded. Almost all responses came from smartphones. The highest concentration of delivery was between 6am-3pm and the conversion rate was 5.38%. All this information gives us pertinent information to make marketing decisions.

Top Performing Digital DMAs

(Highest Concentration of Response)

An additional data piece we look at is the top performing DMAs or designated market areas. This tells us the cities with the highest concentration of response, which can help firms decide in which markets to run digital campaigns.

Additional Torts

Roundup

Digital data published in the October LMI shows us that 54% of responses came from women 55 plus. 44% of the delivery came from Facebook, with 39% from Audience Network. Unlike with most of the other litigation areas, 23% of the delivery was on desktops, although most delivery was still on smartphones. The highest concentration was between 1pm to 7pm.

Talcum Powder

According to the digital data in the October LMI, 57% of the delivery for talcum powder came from women, 25-44. The platform showed results that were different from other litigation areas, with 48% of delivery from Facebook and 38% from Audience Network. Almost all delivery was on smartphones. The top performing DMAs were in larger metropolitan areas, headed by New York, Los Angeles, and Chicago.

Hernia Mesh

According to data that was published in the October LMI, 46% of responses came from males, 35-54, with most delivery on Facebook and some activity on Instagram. Again, almost all delivery came from smartphones, as opposed to desktops or tablets. The highest concentration of delivery was between 2pm and 7pm, with the strongest delivery from 10am-7pm. The top performing digital DMAs are also listed here.

JUUL

Based on campaigns running during the period, 54% of responses came from females, 23-45, including mothers. 60% of responses came from placements in the Facebook newsfeed, with 58% on iOS devices. The highest concentration of delivery was between 7am and 8pm. DMAs with the highest concentration of digital response were in Texas, California, Florida, Michigan, and Ohio.

The Bottom Line

CAMG will continue to include digital data for various practice areas in the monthly LMI, along with pertinent data on media spending and marketing trends. We compile research from media monitoring companies, along with our exclusive proprietary data and response metrics. Our team maps, measures, and analyzes this data to help law firms optimize campaign results, while lowering case acquisition costs to help law firms run efficient campaigns.

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