Modern marketing has become extraordinarily good at finding people who are already showing intent.
Someone searches. Visits a website. Watches a product video. Platforms recognise those signals and get increasingly efficient at turning them into conversions.
That's valuable. But what about the people who don't yet know they need what you sell?
Sometimes marketing isn't about being there when someone starts looking. It's about helping them recognise a problem, need or opportunity they hadn't considered before.
A customer looking for a better solution can only search for the alternatives they already know exist. Introduce them to a different way of solving the problem and suddenly the consideration set changes.
That's the difference between capturing demand and creating it.
Search, retargeting and conversion activity help harvest the demand already in market. Video, CTV/BVOD, display, audio, social, DOOH and other media can introduce new ideas, build familiarity and create interest before the search begins.
Strong marketing does both.