Abstract

Marketing and advertising are two key concepts in the process of planning a promotional strategy of a law office. Nowadays, the realities of the legal services market have turned professional lawyers into market players that have to compete for their position. Although the repute of a law firm is based on the qualifications of its staff and the quality of the services provided, each law firm wishing to gain market advantage must also use other marketing methods that are typical for other services markets. Therefore, the use of marketing instruments is becoming more and more common, although the selection of appropriate marketing methods is not easy due to the applicable legal restrictions. An excellent solution may be the use of non-traditional marketing methods such as viral marketing. Viral marketing involves promoting products or services by means of unconventional techniques using social media networks, online communities, blogs, wikis or other similar online activities. Viral marketing on the Internet proves to be very effective as potential network users can easily share the contenta they find attractive.