This IDC Presentation provides an updated taxonomy definition for both awareness and demand marketing. With digital marketing allowing marketers to do so much more, the old meaning of "awareness" as making customers conscious of a brand or a solution for the first time is no longer adequate. IDC defines awareness marketing as the tasks required to "turn strangers into friends," in the words of Seth Godin. Awareness marketing earns brands the right to sell. Marketing executives will learn the value of awareness marketing in the era of digital transformation, why consent is becoming the pivot point between awareness and demand, and what metrics can be used for measuring the contribution of awareness marketing.