New PI marketing collective open for business under dual brands


Derry: investing millions in PPC

Derry: investing millions in PPC

The new not-for-profit personal injury marketing collective that is looking to spend £12m in its first year has gone live under two of its three brands.

Created by legal digital marketing agency mmadigital, the collective, National Injury Claimline (NIC), also says it has built technology that allows it to adjust its marketing on a real-time basis.

The three brands are The Compensation Experts, Time to Claim Compensation and Should I Claim Compensation, the last of which will be switched on in the next few weeks.

Notably neither site is visually arresting, using no photos, which mmadigital CEO Dez Derry said was because images slowed mobile downloads significantly.

To date 18 law firms have signed up to NIC, but Mr Derry said he has decided to remove the 20-firm cap he had originally imposed so as to help grow the sites quickly given the uncertainty in the personal injury market at the moment. Though NIC is not for profit, mmadigital benefits by handling the digital marketing.

Leads are allocated on a cab-rank basis and the system tracks whether they are converted. If so, Mr Derry explained, it then creates algorithms that automatically adjust NIC’s pay-per-click (PPC) priorities to target more of the same types of claim.

“It’s always surprised me that the consumer legal services market hasn’t embraced technology as quickly as other sectors. We’re already seeing 60% of consumers turn to their smart phones when looking to make an injury claim and asking questions on live chat late at night.

“We’re investing millions of pounds on PPC advertising across 150,000 adverts and have full visibility of the consumer journey; giving us a competitive advantage.”

Mr Derry said he had also pulled his previously announced plans for TV advertising alongside the digital marketing, saying that at this stage it was “too risky”.




Leave a Comment

By clicking Submit you consent to Legal Futures storing your personal data and confirm you have read our Privacy Policy and section 5 of our Terms & Conditions which deals with user-generated content. All comments will be moderated before posting.

Required fields are marked *
Email address will not be published.

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Blog


Continuing competence still in the SRA’s headlights

The SRA’s second annual assessment of continuing competence leaves lawyers and COLPs in little doubt that the regulatory spotlight is still firmly on whether skills and knowledge are being maintained.


How the Oldham community helped my law firm against rioters

On the evening of 7 August, we anxiously watched CCTV footage from outside the building, waiting for the mob. Our blood ran cold when we saw a group of around 150 people approaching.


Essential tips for junior lawyers

Starting out as a junior lawyer can be daunting, with the challenge of balancing the demanding day-to-day responsibilities, honing legal skills, and engaging in profile-raising activities.


Loading animation