Why it matters

Demand-generating activity is the principle means of driving business growth. Brands can’t increase sales by repeatedly targeting the same people. The more people that know a brand, the greater the chance of them buying it.


  • To achieve growth, advertisers need to identify inefficient spend, and reinvest it to maximise volume. Growth is fundamentally about reinvestment and speaking to more potential customers.
  • It’s essential that advertisers understand which demand-generating routes skew to the most expensive forms of fulfilment, and test which of those channels are genuinely adding value in converting customers.
  • Some channels offer a more predictable level of return than others. Marketers need to understand where they – and their finance directors – sit on the risk continuum in order to best optimise their media plans.