Why Franchises Need to Invest in Digital Marketing


In today’s fast-paced, digital-centric world, businesses of all sizes increasingly recognise the importance of digital marketing. Franchises, in particular, stand to gain significant advantages by investing in digital marketing strategies. This blog will delve into a few reasons why franchises should prioritise digital marketing as an integral part of their business strategy.

1. Reach a Wider Audience

Digital marketing enables franchises to cast a wider net when it comes to reaching potential customers. With the ability to target specific demographics, geographic locations, and interests, franchises can ensure their marketing efforts are directed towards the right audience. Whether you’re aiming to attract local customers or expand into new markets, digital marketing provides the tools to do so effectively.

2. Cost-Effective Advertising

Compared to traditional advertising methods like print media and television, digital marketing is often more cost-effective. Franchises can allocate their budgets more efficiently using pay-per-click (PPC) advertising, social media marketing, and email campaigns. These methods allow for precise budget control and can provide a higher return on investment (ROI) when executed correctly.

3. Measurable Results

Digital marketing offers a level of transparency and measurability that traditional marketing can’t match. Franchises can track key performance indicators (KPIs) such as website traffic, conversion rates, email open rates, and social media engagement. This data-driven approach allows for continuous improvement and optimisation of marketing campaigns.

4. Enhance Brand Awareness

Building and maintaining brand awareness is crucial for franchises. Digital marketing offers various channels, including social media, search engine optimisation (SEO), and content marketing, to consistently reinforce your brand message and values. By maintaining a strong online presence, franchises can stay top-of-mind with their target audience.

5. Engage with Customers

Interacting with customers and maintaining open lines of communication is vital for franchise success. Social media platforms and email marketing provide opportunities to engage with customers, gather feedback, and address concerns promptly. These interactions can lead to increased customer loyalty and advocacy. To succeed in customer engagement, franchises need to stay on top of communication by monitoring customer comments and interactions. This function can be fulfilled by the franchisor or outsourced to a specialised digital agency.

6. Stay Competitive

In many industries, competition among franchises is fierce. Those who embrace digital marketing gain a competitive edge. Digital marketing allows you to adapt quickly to changing market conditions, test new strategies, and outmanoeuvre competitors who may still rely solely on traditional marketing methods. It offers a brand the ability to achieve “bigness” without breaking the bank.

7. Scalability and Consistency

Franchises often operate across multiple locations, and maintaining consistency in branding and messaging can be challenging. Digital marketing provides a scalable solution where campaigns and messaging can be standardised and adapted as needed across all locations, ensuring a cohesive brand experience.

A few examples of franchises using Digital Marketing in their business strategy 

Franchise digital marketing uses online channels to communicate with customers and prospects. It is important for franchise brands and local franchises because it helps with brand awareness, leads, and loyalty. Brand-level franchise digital marketing helps you get your message out to more people.

Burger King

Burger King’s advertising campaigns don’t lose touch with pop culture. The tongue-in-cheek meal Upside Down Burger, promoting the third season of Stranger Things, was a hit. Recently, a similar marketing strategy was followed with the “Spider-Verse” Whopper to ride the hype around the latest Marvel production.


In addition to their brand story, Nando’s has focused on providing a unique dining experience. They have established a distinct flavor profile with their peri-peri sauce, which has become synonymous with their brand. The sauce, with its spicy and tangy notes, has become an integral part of their brand identity and sets them apart from other chicken restaurants. Nando’s even tells “The Story of Peri-Peri” on their website.

They have encouraged customers to share their Nando’s experiences through campaigns and hashtags, turning their customers into brand advocates and generating buzz around their brand.

Chicken Licken

Chicken Licken launches ‘#UnleashYourSoulSister’ Campaign. The brand says that a dictionary might tell you that a ‘sister’ is a girl/woman who has parents in common with someone else, or it might refer to a female friend/peer. But Chicken Licken® adds that it has chosen to defy the dictionary’s conventions, as it does with so many others, through its new SoulSister campaign, saying, “There’s a SoulSister in all of us”. 


The digital age has transformed how businesses connect with consumers, and franchises are no exception. By investing in digital marketing, franchises can reach a wider audience, control costs, measure results, enhance brand awareness, engage with customers, stay competitive, and maintain scalability and consistency across locations. Embracing digital marketing is not just an option; it’s necessary for franchises looking to thrive in today’s dynamic marketplace.

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