Return on Investment (ROI). It’s what every brand wants from its franchise digital marketing dollar — money that’s often begrudgingly spent even though most brand leaders know they need to budget for it. Still, doing so isn’t like allocating money for research and development or human resources, where cost can be more easily measured against return. Now more than ever, digital marketing is a nuanced tool that can add tremendous value to a brand name.
For the same reason, it can leave investors feeling like they aren’t getting their money’s worth. So, how do you measure its value? What criteria do you use, and how focused should you be in determining your franchise’s digital marketing ROI? Well, a lot depends on, well, a lot.
