In the next three hours, I will lead an immersive presentation on digital marketing, with frameworks and constructs, in a rapidly emerging entity in Africa. I will be focusing on what we have called Digital Perception Marketing. This is the operationalization of the perception demand construct which I have written in Harvard Business Review and here. We have lots next week in Lagos and Monrovia in case you want to host us. Email my team here.
The Perception Demand Construct is a construct where you work on things which are not really evident to be in demand. Yet you go ahead to create that product. The demand may not be existing but you are confident you can stimulate it. Yes, you do believe that your product can elicit demand and grow the sector when launched. This is different from existing demand which could be met via starting a web hosting company or selling light bulbs where you know people actually need those services.