This document summarizes the key differences between advertising and demand marketing roles. It discusses how advertising focuses on brand awareness while demand marketing focuses on consideration, purchase, onboarding and customer service for specific products or solutions. It also outlines how digital media can support both brand advertising through general paid media strategies, as well as demand marketing through micro-targeted tactics. Finally, it provides lessons learned around integrating branding and demand tactics, including the need for tight coordination between agencies and measurement of front and back end systems.

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