Demand generation, in short, involves targeting broadly to widen the potential pool of consumers, whilst driving measurable demand for a product/service. Demand gen focuses on discovering prospects that already exist, as well as stimulating interest with a new audience. Often, brands aim to drive demand by supplying a solution (within a product or service) for an […]
Development
Is sustainability key when targeting Gen Z’s?
Companies that fail to demonstrate a sustainable initiative could be losing interest amongst Gen Z’s, according to research by student marketing platform Student Beans. Sustainability remains in people’s minds despite the uncertainties and financial insecurities caused by Covid-19 with 82% of consumers agreeing that issues around sustainability are in fact more top of mind now than before […]
Marketing effectiveness in the digital era
Marketing effectiveness, broadly speaking, is the measurement of how successful a strategy has been in meeting short-term and/or long-term commercial goals. When looking at the success of a marketing strategy, often brands consider return on investment in the short-term, and metrics like share of market to benchmark the success of long-term growth initiatives. Relentless development […]
