Finding Demand in Brand and Performance Marketing

This document is a guide that discusses the dynamics between brand building and performance marketing in the context of demand generation. It outlines how brand efforts create future demand while performance marketing captures existing demand. The guide emphasizes the importance of balancing both strategies to optimize revenue return on investment (ROI). It presents various methodologies for finding and measuring demand, including the use of broader signals such as context, behavior, and audience engagement. The document also addresses the challenges brands face with demand generation, particularly in an environment of increasing signal loss and privacy concerns. It provides actionable strategies for both new and established brands to enhance their market presence and drive growth by focusing on mental availability and diversifying audience segments. The guide concludes with recommendations on how to respond to changing market conditions and effectively capture demand before it becomes apparent.