What Are Alternative Franchise?
Wondering how to start a WSI Franchise in just 7 steps? This comprehensive checklist is designed to guide you through each phase, ensuring you have all the essentials covered. Ready to transform your entrepreneurial dreams into reality? Explore our WSI Franchise Business Plan Template for a streamlined approach to success!
| # | Step Short Name | Description |
|---|---|---|
| 1 | Complete the Franchise Application | Submit your application to the franchisor, showcasing your interest and qualifications. This step initiates the evaluation process for potential franchisees. |
| 2 | Meet Financial Requirements and Secure Funding | Ensure you meet the minimum financial criteria set by the franchisor. Securing funding through personal savings, loans, or investors is essential to cover initial costs. |
| 3 | Attend Initial Franchise Orientation | Participate in orientation sessions provided by the franchisor to understand the business model. This is also an opportunity to meet other franchisees and build relationships. |
| 4 | Finalize Franchise Agreement | Review and sign the franchise agreement, which outlines the terms and conditions of your franchise. Legal advice is recommended to ensure clarity and understanding of obligations. |
| 5 | Select and Secure a Suitable Location | Identify a location that aligns with the franchise's target market and brand. The chosen site should comply with the franchisor’s guidelines and local regulations. |
| 6 | Set Up Office and Implement Systems | Establish your office space and set up necessary systems and technology. This includes operational processes, marketing strategies, and customer service protocols. |
| 7 | Complete Training and Launch the Business | Undergo comprehensive training provided by the franchisor to master business operations. Once ready, launch your franchise and start attracting customers. |
Key Takeaways
- The initial investment for a franchise ranges from $77,400 to $106,500, with a franchise fee of $64,700.
- Franchisees need to demonstrate a net worth between $100,000 and $250,000 and maintain liquid capital of $77,400 to $90,500.
- Average annual revenue per unit is approximately $2,405,040, with a median revenue of $1,000,000.
- The breakeven time for new franchisees is estimated at 12 months, while full investment payback typically occurs in about 29 months.
- Franchisees should expect ongoing royalty fees of 10% and a marketing fee of 2% of their revenue.
- As of 2023, the franchise has seen a decline in units from 178 in 2021 to 148 in 2023, indicating market challenges.
- Effective financial management is crucial, as operating expenses average more than 86% of revenue, highlighting the importance of maintaining profitability.
What Are the Basic Requirements for Opening a WSI Franchise?
Financial Requirements
To successfully open a WSI franchise, prospective franchisees must meet specific financial criteria. The minimum net worth requirement ranges from $100,000 to $250,000. Additionally, you will need to have liquid capital between $77,400 and $90,500 available to cover initial expenses.
The initial investment to launch a WSI franchise generally falls between $77,400 and $106,500. This includes a franchise fee of $64,700. To demonstrate your financial stability, you will need to provide proof through documentation such as bank statements or financial statements.
Personal Requirements
In addition to financial qualifications, personal qualifications are crucial for WSI franchise operators. While previous business experience is preferred, there are no strict requirements. However, a background in digital marketing, management, or sales can be beneficial. An educational background in business or related fields is also favorable.
Management experience may be expected, ensuring you can effectively run the franchise. It's also essential to have a personal credit score that meets or exceeds 650 to enhance your chances of securing financing.
Tips for Meeting Requirements
- Consider taking courses in digital marketing to strengthen your application.
- Gather all financial documentation early to streamline the application process.
- Network with existing franchisees to gain insights and advice.
Exploring the How Much Does a WSI Franchise Cost? can provide further clarity on your financial commitments and help you prepare for the investment.
What Steps Are Involved in the Application Process?
Initial Application Steps
Starting your journey with a WSI franchise begins with a series of crucial steps in the application process. First, you will need to submit a Preliminary Franchise Application. This document will outline your intent and preliminary qualifications to the franchisor.
Following the submission, your application will undergo an Initial Screening Process with WSI. During this phase, the franchisor evaluates your business background, and overall fit for the franchise model.
Additionally, expect to undergo Background Check Procedures. This includes a review of your business history and personal credit score, as a minimum score is often required for financial stability.
Finally, there's a Financial Verification Process, where you will need to demonstrate that you meet the financial requirements. You will have to prove you possess a liquid capital ranging from $77,400 to $90,500 and a net worth between $100,000 and $250,000.
Discovery Process
Once you pass the initial steps, the Discovery Process begins, which is essential for both you and WSI to determine mutual fit.
You will be invited to attend Discovery Day Events, where you can learn more about the franchise model, meet the corporate team, and get insights into operational expectations.
Another key part of this process is Meeting with Existing Franchisees. Their experiences can provide you with invaluable insights about the day-to-day operations and potential challenges you may face.
Next, there will be a Territory Analysis and Selection. This step ensures that the chosen location aligns with market potential and is free from significant competition.
Lastly, expect Corporate Team Interviews during which key members of WSI will assess your compatibility with the brand and your readiness to operate successfully.
Tips for a Smooth Application Process
- Ensure your financial documentation is organized before applying. This includes bank statements, tax returns, and any other proof of financial stability.
- Engage with current franchisees beforehand to gather insights and prepare for your Discovery Day.
- Research the market and potential territories thoroughly to express informed choices during your interviews.
How Do You Choose the Right Location for WSI Franchise?
Site Selection Criteria and Market Analysis
Choosing the right location for your WSI Franchise is crucial for success. Start by conducting a demographics analysis to understand the local population and their needs. Look for areas with high demand for digital marketing services, which WSI specializes in.
Next, assess the competition in your target area. Identify existing businesses providing similar services and evaluate their strengths and weaknesses. An area with few competitors can provide an ideal opportunity for your franchise.
Traffic patterns and accessibility are also vital. Ensure that your location is easily reachable for clients and has good visibility. Parking facilities can enhance convenience for your customers, making it a significant factor in your decision.
Additionally, it’s important to define your target market. Map out local businesses that may benefit from your services and assess the growth potential within that demographic. Consider the population density; higher densities often correlate with more potential clients.
Lastly, evaluate local competition mapping. Understanding where competitors are located can help you find a strategic position for your franchise that maximizes your market reach.
Real Estate Considerations
When it comes to the actual space for your WSI franchise, start with a lease versus purchase analysis. Leasing may require less upfront investment, while purchasing allows for long-term asset building. Analyze your financial situation and determine which option aligns with your business goals.
Next, consider office space requirements and specifications. WSI franchises typically need adequate office space for operations and client meetings. Ensure that the chosen location meets these specifications.
Compliance with zoning regulations is non-negotiable. Confirm that your location can legally operate as a digital marketing office. This can save you from potential legal issues down the line.
Finally, assess the renovation potential of the space. If the building requires modifications to fit your operational needs, factor in these costs and timeframes into your overall investment strategy.
Tips for Choosing the Right Location
- Conduct thorough market research to understand local dynamics.
- Engage with a commercial real estate agent who has experience in franchise placements.
- Visit multiple locations to compare accessibility and consumer foot traffic.
For further insights on starting your journey, check out How Does WSI Franchise Work?.
What Are the Setup Requirements for WSI Franchise?
Office Setup and Technology Infrastructure
Setting up your office and technology infrastructure is crucial for a successful WSI franchise. The layout should promote efficiency and collaboration, with designated workstations that accommodate both team activities and client meetings.
Here are the key components to consider:
- Office Layout: Design an open yet functional space to encourage communication and productivity.
- Computer and Software: Invest in reliable computers and essential software tools that enhance digital marketing efforts, project management, and client relationship management.
- Internet and Communication Systems: Ensure you have a high-speed internet connection and a robust communication system to support remote collaborations.
- Branding and Signage Compliance: Adhere to the franchise's guidelines on branding and signage to maintain consistency and visibility in your market.
Pre-Opening Preparations
Before launching your WSI franchise, thorough pre-opening preparations are essential. This phase involves assembling a capable team and crafting a solid marketing strategy.
Focus on these key areas:
- Staff Hiring and Training: Recruit skilled employees and provide them with comprehensive training to ensure they embody the franchise’s standards.
- Initial Marketing and Lead Generation Strategy: Develop targeted marketing campaigns to attract potential clients from day one.
- Business Licensing and Compliance: Secure all necessary licenses and ensure compliance with local regulations to operate legally.
- Networking and Partnership Development: Build relationships with local businesses and community organizations to generate leads and enhance brand visibility.
Tips for Effective Setup
- Utilize project management software to streamline operations from the start.
- Consider co-working spaces if office setup costs are a concern initially.
- Engage with local business groups to enhance networking opportunities.
The financial commitment for a WSI franchise ranges from $77,400 to $106,500, making it imperative to establish a solid operational foundation that can support your business's growth. Understanding the How Does WSI Franchise Work? will further equip you with the insights needed for a successful launch.
What Training And Support Is Provided?
Initial Training Programs
The initial training programs for opening a WSI franchise are designed to equip franchisees with the necessary skills and knowledge to operate successfully. The training includes:
- Corporate Training Requirements: Comprehensive modules covering business operation fundamentals, compliance, and franchise branding.
- Digital Marketing Training Curriculum: Focused on enhancing digital marketing strategies crucial for client acquisition and retention.
- Sales And Client Management Training: Techniques for effective client interaction, lead generation, and conversion strategies.
- Operations Manual Review: Detailed guidance on daily operations, ensuring consistency and adherence to franchise standards.
Ongoing Support Systems
Beyond initial training, ongoing support is vital for franchisee success. WSI provides robust systems that include:
- Field Support Visits: Regular visits from corporate representatives to address challenges and optimize operations.
- Continuing Education Programs: Opportunities for franchisees to stay updated on industry trends and enhance their skills.
- Marketing Assistance: Resources and strategies to help franchisees effectively market their services within their territory.
- Technical Support Services: Ongoing technical support to address software and operational issues swiftly.
Tips for Maximizing Training and Support
- Engage actively in all training sessions to absorb the most valuable information.
- Utilize the marketing assistance programs to gain insights into effective promotional strategies.
- Regularly communicate with support teams to address operational challenges promptly.
By leveraging both the initial training and ongoing support systems, new franchisees can navigate the challenges of starting a franchise with greater confidence and efficiency. The average annual revenue per unit for a WSI franchise is approximately $2,969,690, showcasing the potential for significant returns when these resources are utilized effectively.
For more insights into franchise opportunities, consider exploring What Are Some Alternatives to WSI Franchise?
Step: 1 - Complete the Franchise Application
Starting your journey to open a WSI franchise begins with the franchise application. This initial step is crucial as it sets the stage for your involvement with the brand. The application process allows you to demonstrate your suitability as a franchisee.
The WSI franchise application process typically requires the following elements:
- Personal information and background
- Financial information, including net worth and liquidity
- Business experience and qualifications
- References and background checks
One essential requirement is to prove your financial stability. This includes demonstrating a minimum net worth of $100,000 to $250,000, along with liquid capital ranging from $77,400 to $90,500 to cover initial investments. The initial franchise fee is set at $64,700.
After submitting your application, WSI conducts a thorough screening process, which includes:
- Initial review of submitted documents
- Background checks to assess personal and financial history
- Financial verification to ensure you meet the WSI franchise requirements
It's important to be prepared and provide accurate information, as discrepancies can delay the application process or lead to denial. The aim is to ensure that potential franchisees can effectively manage the business aligned with WSI's standards.
Once your application passes the screening, you will be invited to participate in the discovery process, which includes attending WSI Discovery Day events. These events are designed to give you insights into the franchise operations, meet existing franchisees, and understand the business model in depth.
Tips for Completing Your Franchise Application
- Gather all necessary financial documents beforehand to expedite the process.
- Be honest and thorough in your application to avoid complications during the background check.
- Reach out to current franchisees for insights on what to expect in the application process.
Completing the franchise application is your first significant step toward opening a WSI franchise. Ensure you follow all guidelines, provide accurate information, and prepare for the subsequent steps in the process as you move forward with your entrepreneurial journey.
Step: 2 - Meet Financial Requirements and Secure Funding
Before diving into the journey of opening a WSI franchise, understanding the financial requirements is crucial. This step not only involves meeting specific monetary thresholds but also securing the necessary funding to ensure a smooth start.
Financial Requirements Breakdown
To begin with, here are the key financial requirements for potential WSI franchisees:
- Net Worth Requirement: You must have a net worth between $100,000 and $250,000.
- Liquid Capital: A cash reserve of $77,400 to $90,500 is required to start the franchise.
- Initial Investment: The total initial investment ranges from $77,400 to $106,500, which includes a franchise fee of $64,700.
- Royalty Fees: Expect to pay a royalty fee of 10% of gross revenue and a 2% marketing fee.
Financial Stability Documentation
As part of the WSI franchise application process, you'll need to provide proof of your financial stability. This documentation typically includes:
- Personal and business bank statements.
- Tax returns for the past few years.
- Investment accounts and real estate holdings.
Funding Options
Once you understand the financial landscape, securing funding is the next step. Here are some common funding options:
- Personal Savings: Using your savings can be a straightforward way to fund your franchise.
- Bank Loans: Traditional loans can provide the capital needed, but ensure you have a solid business plan.
- Franchise Financing: Some financial institutions specialize in franchise financing, offering tailored packages for franchisees.
- Investors: Bringing in partners or investors can also help in pooling funds.
Financial Performance Insights
Understanding potential revenue and profitability is essential. The average annual revenue per unit is approximately $2,405,040, with a median of $1,000,000. However, revenues can vary significantly, with the lowest reported at $60,000 and the highest at $10,271,700.
| Financial Metric | Amount ($) | Percentage of Revenue (%) |
|---|---|---|
| Average Annual Revenue | 2,405,040 | 100% |
| Gross Profit Margin | 2,181,022 | 90.68% |
| EBITDA | 93,333 | 3.88% |
Tips for Securing Funding
- Prepare a detailed business plan that outlines your expected revenue and expenses to present to lenders or investors.
- Consider applying for multiple funding sources to diversify your financial options.
- Maintain a good credit score, as this can significantly affect your chances of obtaining a loan or favorable terms.
Understanding and meeting these financial requirements is a pivotal part of your journey in opening a WSI franchise. By preparing thoroughly, you set the stage for a successful franchise operation. For additional insights, check out What Are the Pros and Cons of Owning a WSI Franchise?.
Step: 3 - Attend Initial Franchise Orientation
Attending the Initial Franchise Orientation is a critical step in the WSI Franchise Application Process. This orientation serves as an essential introduction to the franchise system, allowing prospective franchisees to immerse themselves in the operational and strategic aspects of the business.
During this orientation, you will gain insights into the requirements for opening a WSI franchise, including financial obligations and operational guidelines. A well-structured orientation can significantly enhance your understanding of what it takes to succeed in this business model.
Key Components of the Orientation
- Overview of WSI's business model and operational procedures
- Detailed explanations of the WSI Franchise Costs, including the initial investment range of $77,400 to $106,500
- Information on marketing strategies and lead generation techniques
- Networking opportunities with existing franchisees and corporate team members
- Discussion of ongoing support and training programs
The orientation typically includes a mix of presentations, interactive discussions, and Q&A sessions. This format allows you to clarify any doubts and better understand the WSI franchise requirements.
Tips for Maximizing Your Orientation Experience
Be Prepared
- Research WSI's history and current market position to ask informed questions.
- Bring a notebook to jot down important points or insights that resonate with you.
- Network with fellow attendees to build relationships that could benefit your franchise journey.
Understanding the financial metrics is crucial. For example, the average annual revenue per unit is $2,969,690, with a breakeven time of just 12 months. This data can provide a clearer picture of potential profitability and operational efficiency.
| Financial Metrics | Amount ($) | Percentage of Revenue (%) |
|---|---|---|
| Average Annual Revenue | 2,405,040 | 100% |
| EBITDA | 93,333 | 3.88% |
| Royalty Fee | 10% | Varies |
In addition, you will be introduced to the ongoing support systems that WSI provides, which include field support visits and continuing education programs. This commitment to franchisee success is a crucial factor in the franchise's overall stability and growth.
For further insights on franchise profitability, you can check out How Much Does a WSI Franchise Owner Make?.
Step: 4 - Finalize Franchise Agreement
Once you have successfully navigated the initial phases of the WSI Franchise Application Process, the next crucial step is to finalize your franchise agreement. This document is fundamental as it outlines the terms and conditions of your relationship with the franchisor. Understanding its components ensures that you are prepared for the responsibilities of being a franchisee.
Key Components of the Franchise Agreement
- Franchise Fee: The initial franchise fee is $64,700, which grants you the rights to operate under the WSI brand.
- Royalty Fees: Expect to pay a royalty fee of 10% on your gross revenue. This ongoing fee supports the brand's marketing and operational assistance.
- Marketing Contributions: A marketing fee of 2% is typically required to fund national advertising efforts.
- Duration of Agreement: Franchise agreements usually have a term of 5 to 20 years, with options for renewal.
- Compliance Obligations: You must adhere to operational standards and guidelines set forth by WSI to maintain brand integrity.
During this stage, it's essential to review the franchise agreement thoroughly. Consider consulting with a franchise attorney to ensure you understand all clauses and obligations.
Financial Stability and Legal Considerations
Before signing, confirm your financial stability aligns with the franchise's requirements. The minimum net worth required is between $100,000 to $250,000, and the cash required ranges from $77,400 to $90,500. Additionally, ensure you are prepared for the operational expenses associated with running the franchise, which can amount to approximately $2,055,000 to $2,103,000 annually.
| Financial Metric | Amount ($) | Percentage of Revenue (%) |
|---|---|---|
| Franchise Fee | 64,700 | N/A |
| Royalty Fee | 10% of gross revenue | N/A |
| Marketing Fee | 2% of gross revenue | N/A |
| Average Annual Revenue | 2,405,040 | 100% |
Tips for Finalizing Your Franchise Agreement
- Engage a franchise consultant to help you interpret the terms and ensure they align with your business goals.
- Negotiate terms wherever possible, especially regarding the duration and renewal options of the agreement.
- Discuss potential exit strategies and conditions for terminating the franchise agreement to avoid future complications.
Finalizing the franchise agreement is a significant step in your journey to open a WSI franchise. By understanding the essential elements and ensuring your financial readiness, you position yourself for a successful business venture. For further insights on the financial aspects, check out How Much Does a WSI Franchise Cost?.
Step: 5 - Select and Secure a Suitable Location
Choosing the right location for your WSI franchise is crucial to your success. It impacts visibility, accessibility, and ultimately, your revenue potential. Here are some key factors to consider when selecting a location.
Site Selection Criteria and Market Analysis
When assessing potential locations, consider the following criteria:
- Demographics Analysis: Understand the population characteristics in the area, including age, income levels, and education, which can affect your target market.
- Competition Assessment: Evaluate existing competitors in the target area to identify your market position. Too many similar businesses can dilute your customer base.
- Traffic Patterns and Accessibility: Look for locations with high foot and vehicle traffic, making it easier for clients to reach your office.
- Parking and Visibility: Ensure there is sufficient parking and that your franchise is visible from main roads to attract potential clients.
- Growth Potential: Analyze local economic trends and population growth to determine if the area is likely to expand.
Real Estate Considerations
The type of real estate you choose can significantly affect your operational efficiency and costs. Here are the considerations:
- Lease vs Purchase Analysis: Consider whether leasing or purchasing an office space is more financially viable. Leasing often requires less upfront capital.
- Office Space Requirements: Ensure that the space meets WSI office specifications, allowing for an efficient layout that accommodates staff and clients.
- Zoning Regulations Compliance: Verify that the location adheres to local zoning laws to avoid legal complications later on.
- Renovation Potential Assessment: Assess whether the property can be modified to meet brand standards and operational needs.
Financial Implications of Location Selection
Your chosen location will have financial implications that can affect your overall profitability. Here are some key figures:
| Metric | Amount ($) |
|---|---|
| Initial Investment Range | $77,400 - $106,500 |
| Franchise Fee | $64,700 |
| Royalty Fee (per unit) | 10% |
| Marketing Fee | 2% |
Additionally, understanding the average annual revenue can help you gauge the potential earnings from your franchise location:
| Revenue Metric | Amount ($) |
|---|---|
| Average Annual Revenue per Unit | $2,969,690 |
| Median Annual Revenue per Unit | $1,000,000 |
| Breakeven Time | 12 Months |
| Investment Payback | 29 Months |
Tips for Selecting a Location
- Visit potential sites at different times of the day to assess traffic patterns and footfall.
- Engage with local business owners to gather insights about the area and market conditions.
- Consider future developments or infrastructure projects that could impact your business positively or negatively.
For more detailed insights, you can explore How Does WSI Franchise Work? to better understand the operational aspects of the business.
Step: 6 - Set Up Office and Implement Systems
Setting up your office and implementing the necessary systems is a critical step in the process of opening a WSI Franchise. This stage involves careful planning and execution to ensure that your business is operationally ready to serve clients effectively.
Office Setup and Technology Infrastructure
First and foremost, focus on the office layout and technology infrastructure. The workspace should be designed to facilitate collaboration and productivity. Consider the following:
- Office layout and workstation arrangements that promote efficiency.
- Computer and software requirements tailored for digital marketing operations.
- Internet and communication system setup to enable seamless interaction with clients and the corporate support team.
- Branding and signage compliance to ensure a professional appearance.
The initial investment for setting up the office can range from $77,400 to $106,500, which includes the franchise fee of $64,700. Budgeting correctly for these expenses is vital, as it influences your overall financial stability.
Pre-Opening Preparations
Next, you must address pre-opening preparations. This includes:
- Hiring and training staff to ensure they are equipped to meet client needs.
- Developing initial marketing and lead generation strategies to attract clients.
- Securing necessary business licenses and ensuring compliance with local regulations.
- Establishing networking and partnership development to build a local presence.
During this phase, it’s essential to keep in mind that the average annual revenue per unit for a WSI Franchise is $2,969,690, with a median annual revenue of $1,000,000. This potential revenue highlights the importance of having a well-functioning office and operational systems in place from day one.
Tips for Efficient Office Setup
- Invest in reliable technology and software solutions tailored for digital marketing.
- Design a flexible office layout that can adapt to changes as your business grows.
- Implement a robust communication system to facilitate team collaboration and client interactions.
Finally, keep in mind the importance of ongoing support and training provided by the franchise corporate team. This includes digital marketing training and operational assistance, which are crucial for maintaining your business's competitive edge.
By effectively setting up your office and systems, you position your WSI franchise for success, allowing you to focus on delivering exceptional service to clients and achieving your business goals. For further insights into franchise opportunities, you might explore What Are Some Alternatives to WSI Franchise?.
| Financial Metric | Amount ($) | Percentage of Revenue (%) |
|---|---|---|
| Average Annual Revenue | 2,405,040 | 100% |
| Gross Profit Margin | 2,181,022 | 90.68% |
| EBITDA | 93,333 | 3.88% |
Step: 7 - Complete Training and Launch the Business
Completing the training and launching your WSI franchise is a pivotal step in your entrepreneurial journey. This phase ensures that you are equipped with the necessary knowledge and skills to operate effectively within the franchise system. WSI provides a comprehensive training program designed to prepare franchisees for success.
Initial Training Programs
The training for WSI franchisees typically includes:
- Corporate training that covers the franchise's operational standards.
- Digital marketing training curriculum focusing on online strategies and tools.
- Sales and client management training, which is critical for building and maintaining client relationships.
- Reviewing the operations manual to understand the day-to-day processes.
This training is vital, as it lays the foundation for your business operations, enabling you to manage your franchise effectively right from the start.
Ongoing Support Systems
Once you complete your initial training, WSI continues to support you through:
- Regular field support visits to help troubleshoot issues and optimize performance.
- Continuing education programs that keep you updated on industry trends and best practices.
- Marketing assistance to help you attract and retain clients.
- Technical support services to address operational challenges swiftly.
This ongoing support is essential for maintaining operational efficiency and ensuring that you stay competitive in the market.
Launching Your Business
After completing your training, you are ready to launch your WSI franchise. Here are some key actions to take during this phase:
- Implement your initial marketing and lead generation strategy to create awareness about your new business.
- Engage in networking and partnership development to build relationships that can lead to client referrals.
- Ensure all business licensing and compliance requirements are met to operate legally.
With the average annual revenue per unit reaching $2,969,690, and a median of $1,000,000, it is crucial to launch your business with a solid plan in place to maximize your potential earnings.
Financial Considerations
Understanding the financial landscape is critical. The initial investment for a WSI franchise ranges from $77,400 to $106,500, with a franchise fee of $64,700. With a royalty fee of 10% and a marketing fee of 2%, it's essential to have your financial stability verified.
For more insights on the costs involved, refer to the detailed breakdown in this link: How Much Does a WSI Franchise Cost?
Tips for a Successful Launch
- Start your marketing efforts early to build anticipation and a client base.
- Utilize WSI's marketing assistance to create effective promotions.
- Stay engaged with your WSI support team for advice and best practices.
By following these steps and leveraging the training and support provided, you can effectively launch your WSI franchise and position yourself for success in the digital marketing landscape.