By Jacqueline Madarang posted 12-14-2019 15:50


On the sixth day, Jacqueline Madarang of Blank Rome discusses the importance of incorporating user preferences into your digital strategy. 

What technology do you anticipate will make the biggest impact on social and digital media?

Madarang Quote.pngHubspot reports that “Nearly three-fourths (74%) of online consumers get frustrated by websites with content that has nothing to do with their interests. Developing a user personalization digital strategy can help law firms reach their audience on an individual level by pushing out targeted messages in website copy, email campaigns, social media posts, interactive content, webinars, white papers that can be downloaded, and more. Technologies that can support various kinds of personalization and matching technology can help achieve higher ROIs. There are many technology tools one can evaluate and one size does not always fit all. For example: An AI-powered search engine can be added to a CMS to deliver content based on the information that the search engine has about a user at a given time (Coveo for Sitecore is one that I have looked at in the past).


When I was at my previous firm, I launched a mini site – it was a curation of compliance materials for the financial services industry. The website allowed for some user personalization on the homepage by selecting topics that one would be interested in seeing. On the next web visits, the site would remember the user’s topic selections and would only display the relevant content on the homepage.

I am additionally proud of this project because it was a collaborated effort with the attorneys who had the vision to deliver this product to their clients. We developed user personas that help developed the digital strategy, user experience, and user journeys to deliver targeted and relevant content to the web visitors. We also sought feedback from clients and incorporated their input as part of the overall user experience. The site has become a resource for anyone in the financial services compliance industry and it houses over 800 content sourced from multiple sources.



Jacqueline Madarang is Associate Director of Marketing Technology at Blank Rome, an Am Law 100 law firm. She oversees Blank Rome’s marketing and business development technology-related solutions, develops strategies and programs to support the strategic growth and business objectives of the firm. She and her team of marketing and business development technologists implement and execute firm-wide marketing and business development technology strategies that align with business development goals. She has led many leadership roles in LMA and ILTA and is 2020 Senior Leaders SIG Co-Chair for the Mid-Atlantic Region.


In case you missed it:

The 1st Day, featuring Meghan Spradling of Miller Nash Graham & Dunn

The 2nd Day, featuring Roy Sexton of Clark Hill

The 3rd Day, featuring Jessica Aries of Peek & Toland PLLC

The 4th Day, featuring Laura Toledo of Nilan Johnson Lewis PA

The 5th Day, featuring Stefanie Knapp of Allen Matkins


Join us!

Please join us on Thursday, December 19th for our final webinar of the year, "Looking Ahead to 2020: What's to Come in Social & Digital Media." During this program, three of our 12 Days contributors will discuss trends, lessons learned, and predictions for 2020. 


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