Ask Should a marketer focus on creating new demand for a product or capturing demand that already exists?

[Newman]

Capturing demand that already exists is usually faster and cheaper than trying to create new demand from scratch. When people are already searching for a solution to a problem, a marketer just needs to show up in the right place at the right time. Creating new demand means educating people about a problem they may not even know they have, which takes much longer and costs more effort. That said, some products have built entire markets by doing exactly that.