Demand Capture vs Demand Creation скачать в хорошем качестве

Demand Capture vs Demand Creation

How do you decide whether to use paid search or paid social? I like to frame this question as capturing demand vs. creating it. When someone searches for solutions that your brand offers, you are capturing existing demand; maybe not for your brand just yet, but at least for your product or service category. When you advertise using display or social media to educate about your solution and the types of problems you solve, you are creating demand for your category and solution, in theory, among your ideal client profile or buyer. How much budget you dedicate to it depends on the following: Are there a lot of people searching for your solution already? Is your brand well-established? In a way that when they see your ad, they will recognize your brand. Is your company or solution new to the market? Do your potential buyer needs the education to understand the kinds of problems that you solve? Depending on your goals, that will allow you to choose a proper mix between the two. What criteria do you use? #demandgeneration