Marketing any business is the most important part of making your endeavor a success. In the world of the new-age law firm, new-age marketing is an area never fully explored by this field before, but essential to a firm's survival. The use of the internet as a marketing tool can go far beyond simply sponsoring search-engines; the simple existence of a website, along with a broad strategy of internet marketing can attract those clients who are confident in the world of technology, and will be in the best position to appreciate the capabilities that your firm will be able to offer when they are comparing you to their grandfather's firm.
As a technological firm you can offer increased transparency and better communication; but in order to take advantage of those traits, your clients do need to be a little tech-savy. This is why internet marketing is so important, because the latest generation of lawsuit-facing Americans are the ones who grew up using computers and the internet in elementary school, and are using the internet daily.
Targeting this new client base is the best way in which to sustain your new-age firm and display your skills to a base that will be able to appreciate what you offer. A client who knows exactly what you are talking about when you say "set your username and password for the extranet" is the best one to take advantage of, and fully utilize, the capabilities offered by the technology. These are the clients who will also realize the advantages of your firm (and the entire corps of new-age firms) and leave the last-century firms at a loss for words.