It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feed back to the firm on a community based site or straight directly to the firm via email.[24] Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of mouth marketing.[24]
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As Rich White also said in the comments, just because PR scores are no longer visible doesn’t mean PageRank is a thing of the past. It still matters a lot. PR remains one of Google’s 200+ ranking factors. You need to receive links from quality, on-topic web pages and then properly manage that PR through your website through siloing. These are powerful things you can do to boost your pages’ relevance in search.

To understand the importance of digital marketing to the future of marketing in any business, it’s helpful to think about what audience interactions we need to understand and manage. Digital marketing today is about many more types of audience interaction than website or email... It involves managing and harnessing these ‘5Ds of Digital’ that I have defined in the introduction to the latest update to my Digital Marketing: Strategy, Planning and Implementation book. The 5Ds define the opportunities for consumers to interact with brands and for businesses to reach and learn from their audiences in different ways:
Facebook Ads and Instagram Ads take relevance and ad engagement into consideration. Ads that perform well are given a higher relevance score and are given more impressions at a cheaper price than ads with low relevance. Similarly, AdWords assigns ads a quality score based on factors like keyword relevance and landing page quality that can affect how much you pay for each click.
PageRank relies on the uniquely democratic nature of the web by using its vast link structure as an indicator of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by page A, for page B. But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also analyzes the page that casts the vote. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.” Using these and other factors, Google provides its views on pages’ relative importance.

Create, develop and enhance your relationships with influencers, bloggers, consultants, and editors. In every industry, you should already know that there are a number of reputable figures that people listen to and trust. Take advantage to develop relationships with them, because they’ll be able to enhance distribution of your content, and include quality backlinks to your blog.
Many websites need to contain some outbound links that are nothing to do with PageRank. Unfortunately, all ‘normal’ outbound links leak PageRank. But there are ‘abnormal’ ways of linking to other sites that don’t result in leaks. PageRank is leaked when Google recognizes a link to another site. The answer is to use links that Google doesn’t recognize or count. These include form actions and links contained in javascript code.

You can focus on your targets so you can write targeted ad copy and bid/budget appropriately. You can do this based on categories, URLs, page titles, or page content. For example, you could set a target for all URLs with “purple-shoes” in the string. That would allow you to know all searches and ads will be about purple shoes, so you could write ad copy and bid accordingly.
Unlike most offline marketing efforts, digital marketing allows marketers to see accurate results in real time. If you've ever put an advert in a newspaper, you'll know how difficult it is to estimate how many people actually flipped to that page and paid attention to your ad. There's no surefire way to know if that ad was responsible for any sales at all.
The results are of two general types, organic search and paid search (i.e., retrieved by the search engine's algorithm) and sponsored (i.e., advertisements). The results are normally ranked by relevance to the query. Each result displayed on the SERP normally includes a title, a link that points to the actual page on the Web and a short description showing where the keywords have matched content within the page for organic results. For sponsored results, the advertiser chooses what to display.
Because of the recent debate about the use of the term ‘digital marketing’, we thought it would be useful to pin down exactly what digital means through a definition. Do definitions matter? We think they do, since particularly within an organization or between a business and its clients we need clarity to support the goals and activities that support Digital Transformation. As we'll see, many of the other definitions are misleading.
When PageRank leaks from a site via a link to another site, all the pages in the internal link structure are affected. (This doesn’t always show after just 1 iteration). The page that you link out from makes a difference to which pages suffer the most loss. Without a program to perform the calculations on specific link structures, it is difficult to decide on the right page to link out from, but the generalization is to link from the one with the lowest PageRank.
If you think about it, how can a spider know the filename of the page that it gets back when requesting www.domain.com/ ? It can’t. The filename could be index.html, index.htm, index.php, default.html, etc. The spider doesn’t know. If you link to index.html within the site, the spider could compare the 2 pages but that seems unlikely. So they are 2 urls and each receives PageRank from inbound links. Standardizing the home page’s url ensures that the Pagerank it is due isn’t shared with ghost urls.
Opting out of the Google Display network is a best practice if you are just getting started. The Display Network will incur thousands of impressions by displaying your ads across thousands of sites. If you are working with a constrained budget, the Google Display network can deplete your budget quickly and compromise your visibility on Google.com. *The Display network can be effective with carefully selected keywords and ad text designed specifically for this type of ad placement. It is always best to revisit this tactic once you have garnered initial learnings from the Google Search network.

It is important to remember that just because digital marketing uses different communications techniques to traditional marketing, its end objectives are no different from the objectives that marketing has always had. It can be easy to set objectives for digital marketing based around ‘vanity metrics’ such as number of ‘likes’ or followers, so it is useful to bear in mind this definition of marketing advanced by the Chartered Institute of Marketing:
In contrast to organic results, paid results are those that have been paid to be displayed by an advertiser. In the past, paid results were almost exclusively limited to small, text-based ads that were typically displayed above and to the right of the organic results. Today, however, paid results can take a wide range of forms, and there are dozens of advertising formats that cater to the needs of advertisers.
As mobile devices become an increasingly integral part of our lives, it’s vital that marketers understand how to effectively communicate on this unique and extremely personal channel. Mobile devices are kept in our pockets, sit next to our beds, and are checked constantly throughout the day. This makes marketing on mobile incredibly important but also very nuanced.

Paid per click marketing is not about blindly paying Google to drive clicks to your site. It is about knowing how much to pay for each click and understanding which type of consumer you ought to be paying to attract. It is also about listening to signals provided by clicks that result in both bounces AND your desired conversion goals to make the necessary changes to your keyword lists, ads and landing pages.
In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[32] On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[33] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[34]