According to the article, 82% of consumers still prefer shopping at brick-and-mortar stores, as opposed to online. I think a lot of businesses automatically assume sales are rapidly shifting toward e-commerce, but that isn't necessarily the case. With this in mind, don't ignore local SEO and physical call-to-actions. Consumers are still very much using their hard-earned money in brick-and-mortar stores.
Another data point discussed in the article mentioned that 50% of consumers leave positive reviews while only 39% leave a negative review. I think we believe that only pissed-off consumers leave reviews about their brand interaction, however, this isn't the case. Reviews are essential when digitally marketing your business as they largely influence first impressions (and ultimately last impressions). The customer should be at the forefront of everything you do: the customer is why you are where you are. Encourage customers to share their experiences online, whether good or bad, as they establish a public relationship for other potential customers to witness.
I hope you found this post interesting, and as always, I encourage you to check out the University of Michigan - Dearborn's Digital Marketing page. This is a great source for finding out more about a degree in digital marketing.