This piece here by Timothy Grayson (Funnel of Love) is the most on point commentary as to why interactivity (from a marketing perspective) matters. Notice the universality of the application--it applies to firms of all sizes and shapes--including law firms. There are other treasures on the same page (see link above) that I will be return to shortly. Grayson has captured the essence of 21 Century Marketing (his words) with simple & compelling clarity and it is no wonder that he and the good doctor are such (apparently) good friends. Markets are conversations indeed!
The big so what is interactiviy (done right) is how you turn "suspects into dollars!"