General Marketing
Demand Creation
Demand creation is the process of generating awareness and interest for a product or solution where no recognized need previously existed. It differs from demand capture by educating the market about a problem before presenting the solution.
Examples
A cybersecurity company creates demand by publishing research on emerging threats that most businesses are unaware of, then positions its product as the solution.
Best Practices
Lead with problem education rather than product promotion, invest in long-form content and events to build understanding, and track leading indicators like branded search growth.