Companies often mistake Technical Paid Media work for Creative Demand Gen work. Here's the difference.
Technical paid media work focuses on platform knowledge. This includes things like:
-Knowing the technical ins and outs of a platform
-Being able to set up correct structure for campaigns
-Optimizing issues inside platforms
This is what most agencies / partners / internal resources focus on.
While this work has value, it is not the core of where demand is generated.
Creative Demand Gen instead focuses on:
-Audience pain points and frustrations
-Building compelling content and the right offers to attract the right audience
-Growing a community / building an audience following
-Creating a strategic and narrative position in the marketplace to differentiate from the competitors
This is the work that most marketers fail to do in a lot of markets, which presents a blue ocean opportunity for the marketers that choose to focus on it.
This is also the work that creates the most enterprise value for a business.
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