DEMAND GENERATION IN THE DIGITAL ECONOMY
Abstract
The demand for a company's product is the portion of the total market demand attributable to a specific company's product. Analysis and formation of demand for products is one of the most important areas of activity for innovative companies. It makes no sense for commercial companies to invest in R&D if the end result of the development does not pay off [1].
When it comes to introducing a new innovative product to the market, the demand generation process takes the first place, which covers the entire range of marketing programs. Demand generation programs can help a company enter related markets, promote new products, create buzz among customers, build public relations and re-attract attention to a product from an existing customer base.
Demand generation, however, is more than just a branding concept or an early marketing ploy. Demand generation programs affect the entire conversion optimization process and the sales cycle. Their goal is to form and develop relationships with potential clients over the long term.
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