Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company's products and/or services.
These components include, among other things: building awareness, positioning relevance, supporting validation and mitigating customer evaluation.
Useful demand generation methodologies include AIDA (attract Attention, maintain Interest, create Desire, get Action), developed by E. St. Elmo Lewis, an American advertising advocate.
[5][6] Building brand or product/service awareness is a vital component in the demand generation process, and often takes a continued effort and involves multiple facets of marketing.
This is because demand generation programs tend to assume that prospective customers are aware that they have a need or problem, and are attempting to solve it when they search for solutions.