A quick primer on the differences between demand marketing and brand advertising.

1. A closer look at advertising
vs. demand roles
NOVEMBER, 2012

2. A closer look at advertising vs. demand

3. What’s the difference
Brand / Advertising
Brand Category
• The paid, public, non-personal announcement of a Awareness
persuasive message by an identified sponsor; the non-
personal presentation or promotion by a firm of its
brand category to existing and potential customers.
Demand Marketing:
• The systematic planning, implementation and control of
a targeted mix of inbound and outbound marketing Product / Solution
activities intended to bring together buyers and sellers Category
through the consideration, purchase, onboarding and Consideration /
customer service process.
Purchase

4. What’s the difference - media
Brand / Advertising
Brand Category
Digital Media – Brand / Advertising
• The paid, public, non-personal announcement of a
Awareness
• Supports general awareness in the
persuasive message by an identified sponsor; the non-
marketing using a mix of paid media
personal presentation or promotion by a firm of its
(general offer strategy)
brand category to existing and potential customers.
Demand Marketing:
Digital Media – Demand Marketing:
• The systematic planning, implementation and control of
• Supports micro-targeted demand tactics.
a targeted mix of inbound Product / Solution
and outbound marketing
Integrates seamlessly/quickly with front
activities intended to bring together buyers and sellers
Category and back end demand tactics / systems
through the consideration, purchase, onboarding and
Consideration /
customer service process.
Purchase

5. Integrating Tactics
Tight Brand and Media Agency Integration
Brand / Advertising
Digital Media – Brand / Advertising
• The paid, public, non-personal announcement of a
• Supports general awareness in the
persuasive message by an identified sponsor; the non-
marketing using a mix of paid media
personal presentation or promotion by a firm of its
(general offer strategy)
brand category to existing and potential customers.
Demand Marketing:
Digital Media – Demand Marketing:
• The systematic planning, implementation and control of
• Supports micro-targeted demand tactics.
a targeted mix of inbound and outbound marketing
Integrates seamlessly/quickly with front
activities intended to bring together buyers and sellers
and back end demand tactics / systems
through the consideration, purchase, onboarding and
customer service process.
Branded Demand and Media

6. Integrating Tactics
Tight Brand and Media Agency Integration
Brand / Advertising
Digital Media – Brand / Advertising
• Overall brand story (company level)
• Supports brand story (company level)
• Brand guidelines / brand voice
using SEO and SEM/Media
• General advertising tactics (online and offline)
• Branded keyword strategy
• Owns website
• Drives overall site traffic
Demand Marketing:
Digital Media – Demand Marketing:
• Specific product category or solution promotion
• Supports product or solution promotion
• Leverages brand guidelines in creative strategy
and is heavily offer / content based
• Creates umbrella creative concepts that span time and
• Specific product or solution keyword
channel, as well as all offer content in various formats
strategy (often long tail)
• Creates and manages touch points along the funnel in
• Drives to specific offer (landing page)
all media.
Branded Demand and Media

7. Some lessons we’ve learned
• Demand planning and program management must be multi-channel
• Communications planning and program management should consider all media (paid,
earned, owned and outbound)
• Creative should include translation of general category advertising to demand-centered
creative strategy and concept
• Umbrella demand concept should leverage brand and span channel, touchpoints and time
• Content / offer creation and ongoing content strategy / production needs to align with
demand plans
• Must connect front end systems to back end measurement / optimization
• Digital media, web/landing pages to session data, web analytics, known to unknowing data,
conversion data (CRM)
• Ongoing optimization should be controllable by those closest to the strategy

8. Some lessons we’ve learned
• Tight coordination of media plans (between brand and demand) is required
• Consideration for coordination of keywords, placements a must
• Optimization of demand (offer) based media should be as closely connected to the
demand team / back end conversion data as possible
• Clear roles and rule of engagement for each agency must be established
• Clear communication and guidance from the client needed on roles and communication
expectation. It’s difficult to have agencies decide on each other’s roles
• Agency to agency interface is ok, but at first, it’s best to have the client on the line (until
we settle into a groove)
• The client should own the brand and it’s execution downstream / upstream between
agencies. It’s not good to have agencies critiquing each other’s work
• Regular meetings on brand voice and ongoing brand and advertising programs for all
agencies (typically lead by the lead brand/adv. Agency) is recommended

9. THANK YOU