Digital marketing (also called online marketing or web marketing) is the use of the internet and digital channels, such as search engines, emails, websites and social media, to promote and connect brands with a larger audience base. Online marketing is considered more cost-effective than traditional marketing methods since it provides businesses with complete control over where to allocate their resources and investment.

Franchise marketing is the process of using various digital marketing tactics and platforms to promote the corporate brand and individual locations. Franchise marketing strategies focus on building a consistently robust brand identity, creating brand affinity and driving revenue to the entire enterprise business.

A growth-driven digital marketing plan offers brands efficient ways to maximize opportunities and resources, encourage brand loyalty and increase sales at every touchpoint. To keep businesses on the path to success, every digital marketing strategy must have the following key components:

• Marketing goals and objectives
• Buyer persona
• Brand guidelines
• KPIs • Realistic marketing framework
• Customer journey map
• Monitoring and evaluation plan
• Ongoing optimization strategy

Search engine optimization is the process of implementing white-hat strategies (techniques that adhere to the rules and expectations of search engines like Google and Bing) to improve a website’s organic ranking in search results.