A look at what we might expect from marketing in 2025, as millennials dominate the workforce and the digital natives of Generation Z graduate from college and begin their careers. Presented to a conference focused on continuing legal education (ACLEA), this talk looks at the future through the lens of law firm marketing. Marketers are always chasing the latest technology to reach consumers, but those same consumers always find new ways to filter marketing out: from the mute button to ad blockers. No matter what kind of technology is available in 2025, the best marketing will still be built on human-to-human relationships.

1. A BRIEF HISTORY OF THE FUTURE
MARKETING LIKE A HUMAN IN AN AGE OF BITS & BOTS
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3. HURT IN A HORSELESS
CARRIAGE ACCIDENT?
LEGAL DISCLAIMER: NOT A REAL LAWYER AD

4. ADVERTISEMENTS AND
OTHER “SELF-LAUDATION
OFFEND THE TRADITIONS
AND LOWER THE TONE OF
OUR PROFESSION AND ARE
REPREHENSIBLE.”
1908 Canons of Professional Ethics

5. 1976
LEGAL DISCLAIMER: NOT REALLY JOHN BATES & VAN O’STEEN

6. LEGAL DISCLAIMER: NOT REALLY JOHN BATES & VAN O’STEEN

7. BATES V. STATE
BAR OF ARIZONA

8. “THE BELIEF THAT LAWYERS
ARE SOMEHOW ABOVE ‘TRADE’
IS AN ANACHRONISM, AND FOR
A LAWYER TO ADVERTISE HIS
FEES WILL NOT UNDERMINE
TRUE PROFESSIONALISM.”

10. GOOGLE IMAGE SEARCH

11. GOOGLE IMAGE SEARCHGOOGLE IMAGE SEARCH

12. GOOGLE IMAGE SEARCH

13. GOOGLE IMAGE SEARCH

15. BACK TO THE FUTURE
MEET THE CLASS OF 2025

16. ‘GENERATION Z’
Y2K
World Wide Web
1998 2000 2004 201620061989 2002 2008 2010 2012 2014

17. Image: Gaping Void

18. GENERATION Z
Source

19. “PEOPLE TALK A LOT ABOUT THIS GENERATION
HAVING A SHORT ATTENTION SPAN. THAT’S EXACTLY
WHAT GROWN-UPS SAY WHEN THEY DON’T
UNDERSTAND SOMETHING.”
Mimi Turner, Marketing Director, The Lad Bible
GENERATION Z
Link

20. MILLENNIALS

22. 0.06%chance that you will click on a banner ad
Source

23. 41%of millennials will never see your ad
Source

24. 41%of 18 to 34 year-olds use SnapChat
Source

25. SNAP
WHAT?

27. We are here

28. “DON’T YOU DARE
CORRUPT SNAPCHAT
WITH ADS. IF YOU DO
I’LL HARDCORE DELETE
THAT APP!”
Hannah Jillayne, Real Millennial
(and friends)

29. POKÉMON GO
‣ More than 20 75 million
downloads so far
‣ More active daily users than
Twitter
‣ More minutes per day than
Facebook mobile app
Source

30. ‣ More than 20 75 million
downloads
‣ More active daily users than
Twitter
‣ More minutes per day than
Facebook mobile app
POKÉMON GO
Source

31. “TODAY BOTH OLDSTER AND YOUNGSTER
LAWYERS ARE BATTLING FOR THE SAME
SLICE OF THE SHRINKING PIE.”
“Old Lady Lawyer” Jill Switzer, Above the Law
BATTLE OF THE AGES
Link

32. Link
BRYAN WILSON, “THE TEXAS LAW HAWK”

33. Link
“WILDEST & MOST DANGEROUS COMMERCIAL YET”

34. Link
VIDEOS & MERCHANDISE

35. Link
FREE WITH A DUI DEFENSE?

36. “OH MY GOD, I HAVE
TOO MANY CLIENTS
RIGHT NOW.”
Bryan Wilson, Texas Law Hawk
D MAGAZINE, APRIL 2016
#OMG
Link

38. Link

39. SO WHAT’S NEXT?
2025

40. Link

41. WEARABLE

42. “OVER THE NEXT 10 YEARS MOST MARKETING
WILL BECOME LIKE AMAZON RECOMMENDS
ON STEROIDS.”
THE GUARDIAN
WHAT WILL ADVERTISING IN 2025 LOOK LIKE?
Link

43. AUGMENTED
VIRTUAL
SMART
Photo: Nan Palmero, Creative Commons

44. “THE IPAD OF TOMORROW COMES
WITH BUCKET SEATS.”
AdWeek
CARS AS THE NEXT MUST-HAVE MOBILE DEVICE…
Link

45. 90% OF CARS
WILL BE
CONNECTED
TO THE
INTERNET
Link

46. Link

47. LinkLink

49. Source

50. DIGITAL MEGATRENDS
FRACTURED
THE FUTURE OF LEGAL
MARKETING WILL BE

51. DIGITAL MEGATRENDS
FILTERED
THE FUTURE OF LEGAL
MARKETING WILL BE

52. DIGITAL MEGATRENDS
ALWAYS ON
THE FUTURE OF LEGAL
MARKETING WILL BE

58. THAT’S WRONG!

59. I CAN MAKE IT
LEGAL!

60. SOURCES
▸ Slide 15: Image (used with permission): Gaping Void
▸ Slide 16: Altitude Inc., 6 Keys to Understanding Your Next Customer
▸ Slide 17: Marketing Week: Debunking the Four Myths of Generation Z
▸ Slide 18: Sacunas: The Next Generation of B2B
▸ Slide 20: Google, Display Benchmarks Tools
▸ Slide 21: PageFair, The 2015 Ad Blocking Report
▸ Slide 22: Nielsen for SnapChat Ads
▸ Slide 27/28: Recode, How Many People Are Actually Playing Pokémon Go
▸ Slide 29: Above the Law: Battle of the Ages
▸ Slide 30-33: Texas Law Hawk
▸ Slide 34: D Magazine, How the Texas Law Hawk Landed in a Super Bowl Ad
▸ Slide 36: GeekWire, Bot that helps people in UK and NYC fight traffic tickets coming to Seattle this fall
▸ Slide 40: The Guardian, The Future of Advertising: What Will 2025 Look Like?
▸ Slide 42: AdWeek, What Marketers Need to Know About Cars as the Next Must-Have Mobile Device
▸ Slide 43: CNN, 'Augmented-reality' windshields and the future of driving
▸ Slide 44: The Verge, Google’s self-driving car got pulled over for driving too slow
▸ Slide 45:Time, Here’s a Dog Driving a Tesla
▸ Slide 46: Moses & Rooth, How People Find Lawyers in 2015
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61. WHILE YOU’RE WAITING…