Demand Generation
By the AdFlint research team · Last reviewed July 2026
Marketing that creates awareness of a problem or category before anyone is searching for it, building future buyers rather than harvesting current ones.
It runs on interruptive surfaces - paid social, YouTube, Demand Gen campaigns, content - and is judged on reach, engagement, and lagged effects rather than immediate cost per acquisition. Businesses invest when search volume for their category is too thin to grow into. The persistent mistake is measuring it in a last-click report, where it looks like failure until capture channels stop scaling.
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