The best advertising utilizes reach, frequency, and a compelling message. For OTT, the best way to achieve this is with Connected TV.
The goal of every advertising campaign is to generate leads which is ultimately a driver to generate sales. The term “Lead Gen” is commonly used to refer to activities that generate new leads for businesses. But a singular focus on lead generation will not lead to a sustainable growth strategy unless paired with demand generation efforts.
Let’s take an example from the travel and tourism industry. Let’s say you’re looking to plan a vacation. You may already have a destination or two in mind (say Florida and Hawaii). Good lead generation marketing works to be present while you’re reading about travel to Florida or Hawaii online, via paid search, SEO optimization, or other lower funnel tactics. With these tactics, you’re likely targeting audiences who already know about your business or are actively looking for your product or service, and this is always a finite audience. Engaging consumers who match your customer profile at all stages in the marketing funnel is key to sustainable growth.
Demand Gen works to seed a specific destination across a much larger audience and to become top of mind when people are ready to book. Imagine you see several ads for Myrtle Beach, SC touting activities you really love and enjoy. Over time, seeing a compelling message from Myrtle Beach will play a role in getting you to consider this destination for your next vacation. The ads you saw were part of a brand awareness campaign, but they will make the Lead Gen tactics for Myrtle Beach more effective when consumers start actively looking. Getting the right message to the right people to seed demand will ultimately build your brand awareness and drive more people towards your lead generation tactics.
Unfortunately, Demand Gen can be neglected because it can take longer to reap the rewards and it’s harder to track and measure. In a world where budget dollars are tight, businesses sometimes neglect demand generation advertising because they can’t always see the impact it has on leads. The use of affordable, top of funnel advertising tactics, running continuously to generate ongoing demand in the background will have an impact on leads and amplify lead gen efforts over time. With affordable and easy awareness advertising methods like display advertising, businesses can keep their focus on lead gen but also reap the impact of ongoing Demand Gen.
