Brand + Demand: How to Develop a Holistic Approach to Demand Generation.

Deciding on a strategy to confront the broadening scope and rapid pace of change is one of the biggest challenges marketers face today. Customers are increasingly harder to reach and engage with, despite access to vastly more data-driven consumer insights and stronger personalization tools. Budgets are shrinking while internal stakeholders become more demanding, further compounding the squeeze on marketers.

In this session, Jason Gladu, President of Avani Media, and Eboni Ryan, VP of Marketing at Digitalzone, discuss how to craft a best-fit and holistic brand-and-demand strategy, including:

• How brand marketing impacts conversion
• How customer acquisition efforts influence brand perception
• Determining optimal investment across brand and demand