(Stick around until the end as we discuss those demand generation best practices).

Demand Generation Examples

1. FlexSeal: No one knew they needed a product that could seal up a boat that had been sawed in half. Not until whacky infomercials created demand for it. Sure, the ads made this product famous. But numerous tests by third-party debunkers have proven, even to skeptics, this is a sealer that truly works wonders. 

2. Bottles of water: Ask anyone in the 1980s if they would pay for a bottle of water, and they would be shocked at the odd question. But once companies jumped on the bandwagon of promoting the health benefits of drinking water, this generated demand. This success could have come sooner, though, with better marketing since the first bottled soft drink was (likely) made by Schweppes – in 1783.

3. Smartphones: Young people can’t imagine life without a smartphone, and older folks can’t imagine getting to dinner without a GPS in their pocket. Yet, it was demand generation that made way for these now-ubiquitous devices. First came computers, then laptops, then digital organizers (like Palm Pilots), then the iPod showed incredible possibilities that led to the iPhone. The rest is history as demand went to the moon and back.

4. Coffee pods: What caused the rise in demand for single-serve coffee cups at home when a big coffee pot had been the norm for ages? Convenience and perhaps more adults living alone. Many factors play roles in new demand generation, so it’s hard to give credit to one event or trend. However, anyone in the industry paying attention could have seen the opportunity, even on a niche-level if they had studied data and looked at consumer patterns.

5. GoPro camera: Need a camera that takes hours’ worth of video footage of you on a bike or in a kayak in the 1990s? If so, you would need a camera crew to haul those bulky camcorders around. Plus, where would you store all the footage or show it off? On VHS tapes sitting on your TV stand? GoPro came along at the perfect time. No coincidence either because the creators recognized demand as more everyday people wanted to document their not-so-everyday adventures. Plus, the internet made storing and showcasing videos possible.

6. Louis Vuitton: You’re right. Some luxury brands don’t take a tactful approach to demand generation. Using the scarcity principle is smart marketing. But when that leads to allegedly setting your products on fire so there is never excess for a “clearance rack,” it eventually comes back to haunt a brand. Ironically, this fact is generating new demand – for sustainable apparel brands.

7. Phone cases: You may recall an old Inc. Magazine article about a smart company that jumped on the smartphone trend fast. They didn’t make apps or write code. No. They simply designed and manufactured cases to protect these expensive glass devices. You would think this was an obvious need, but not unless you were tracking demand generation for smartphones when they first launched then went mainstream. It’s often the case that demand generation lands in your lap due to the arrival of a product that isn’t even on your radar. All those garage inventors who tried to make a safer egg carton missed their chance to protect iPhones, perhaps!

8. Razors: We aren’t just talking about razor subscriptions that arose from Harry’s demand generation campaigns. If you have watched the popular 1883 and 1923 spin-offs of the Yellowstone TV series, you know what we mean. A quote from one episode mentions razor companies “doubling their customer base by making women feel like they should shave their legs.”

9. Psychology: Books from experts like David Ogilvy and Robert Cialdini showed marketers how valuable psychology is when it comes to knowing how to sell to customers. This demand generation made way for hundreds more books from experts tapping into psychology to help advertisers sell more products (Nancy Harhut is a prime example).  

Ok, there you have the nine demand generation examples… but one quick bonus is this… newsletters. 

Great examples are The Hustle and 1440. Two very different publications, both widely popular. And with their popularity, many other aspiring newsletter companies and solopreneurs have cropped up after the potential of reaching millions via newsletters became apparent. 

What Demand Generation Examples Have in Common?

Major revenue is left on the table by brands because they don’t realize the potential of generating demand. It’s not a complicated thing either because the examples above have several aspects in common. A few are below:

• Creators spotted patterns
• Trends were used to guide manufacturing and marketing decisions
• Timing was critical
• Products were improved, and those improvements highlighted in campaigns 

Hopefully, those examples and keys to their success help your brand create new and expanded demand. 

The bonus best practices are below, and if you want an easy way to spot demand for your products / services, look to your anonymous website traffic. Those hidden visitors are showing intent by being on your site! Capture those leads automatically with Smart Recognition’s AI (we have case studies showing the ability to double your subscription rate in 30 days).

Book a free demo of Smart Recognition and learn how to test it for 7 days for free.

Demand Generation Best Practices

Nothing wrong with ethically using the scarcity principle to increase demand for your offerings. Yet, it matters more that your brand is constantly focused on being a valuable asset to your audience. This is the number one best practice for generating demand for newer offerings. As long as your customers trust you, then selling them “the next big thing” will be much easier.

Lastly, businesses that market to the right segment of their list at the right time will find demand generation less difficult. For example, Smart Recognition makes it clear that this lead generation tool is built for brands in the US with traffic of roughly 15k per month. Proper segmentation helps us market to the audience we can help. No different than the phone case maker mentioned above that likely did not initially target people over 50 years old because, at the time, they were least likely to be early adopters of smartphones and didn’t need a phone case.

Why does this matter to businesses and advertisers? Your third-party cookie ad strategies could crumble before 2024’s halfway point.

So why wait around hoping for the best? There are alternatives available to third-party cookies right now.

Three takeaways from this article are below then we’ll zoom in on the details.

3 Takeaways from Third-Party Cookies’ Swan Song

1. This change will likely water down targeted ad effectiveness for businesses and revenue for advertisers.

2. Google claims to want to help the marketing industry with tools to ease the pain of third-party cookie phase-out (*yet Google’s own search advertising may benefit with third-party cookies gone).

3. Criteo tested one Google ‘cookie alternative’ and found it 5 times less effective than third-party cookies in targeting users.

*Some tests did show positive results of Google alternatives. However, most have been simulations or small-scale studies. In the real world, that’s shaky research when roughly 3.37 billion people are using Chrome. 

Now for the tech elephant in the room…

Is Google Really Concerned about People’s Privacy?

Many experts in the online advertising world are worried about Google having an even greater stranglehold on user data once third-party cookies vanish. Should such a powerful company be in charge of centralized personal data? 

After all, Reuters just reported Google settled a $5 billion consumer privacy lawsuit. The amount of the settlement was kept quiet, as Google is keen on keeping things like that private.

The privacy violation, by the way, alleged Google was tracking their customers/users even when the user had set Google’s Chrome browser “to “Incognito” mode and other browsers to a “private” mode.

Do no evil? Hmm…

Still, we wonder if internet users (all of us) are as concerned with privacy as news headlines claim.

Does the Average Joe / Jane Mind Third-Party Cookies Tracking Them?

Of course, when someone switches a browser to private mode, they expect the browser company to honor the request for privacy. We deserve privacy then.

But generally speaking, it’s not obvious that the public (all of us) are deeply concerned with online privacy.

If we were, why does Facebook still have over 3 billion active monthly users?

We don’t even have space – even with infinite scroll – to list all the lawsuits breathing down the neck of Facebook/Meta.

Also, only 9% of Americans say they usually refuse cookies. ~Statista 2024

How the Ad Industry is Approaching the End of Third-Party Cookies

That is the problem. Most marketers are not approaching the problem, not being proactive. Many are being passive, taking a wait-and-see attitude as Google stops allowing third-party cookies in Chrome. 

Think about how long third-party cookies have been around. Over 20 years! Basically, since the internet became mainstream. And Google’s going to erase that technology?

A passive approach doesn’t sound wise.

But it’s understandable that not every business or publisher can run tests to see what advertising alternatives will be effective. Again, how do you run meaningful tests on losing Chrome cross-site tracking— something that will affect over 3 billion internet users?

Ok, so it’s hopeless? No…

Two Viable Solutions for Replacing Third-Cookies

We are going to cover two solutions that can keep your marketing and advertising efforts from stumbling once Google pulls the plug on cookies.

One, you may be hearing about for the first time:

#1 Machine Fingerprinting

#2 First-Party Data

Machine Fingerprinting

This is the technology used by our company, Smart Recognition. 

It allows us to identify and collect verified email addresses from anonymous website visitors. Our tool is powered by artificial intelligence, which helped us perfect automations such as:

• Sending the verified email addresses to a connected ESP
• Sending verified leads to network audiences 
• Streamlining matched leads into email workflows

Another key is our giant database of verified email addresses (over 220 million and growing).

The Smart Recognition platform can easily be your answer to cookies being phased out. You will gain access to up to 40% of your anonymous website visitors. (Our latest case study details how MarketingExamined doubled their subscription rate with our platform).

Now, you do need substantial traffic – around 15k monthly, US audience – to get max results. But the good news is you can test it for 7 days for free after a demo. No simulation. No small-scale test. You can test Smart Recognition in the real world. And it won’t matter if your visitors are using Chrome, Safari, Firefox, etc.

Schedule a free demo so you are not left unprepared when third-party cookies go poof! (100% CAN-SPAM & California Consumer Privacy Act (CCPA) Compliant)

First-Party Data

The second alternative to help avoid struggles when Google axes third-party cookies is to increase your first-party data.

You have to go beyond first-party cookies. That basic info is helpful, sure.

Still, you must be proactive in gathering extra first-party data.

Below are 9 ways to do the gathering:

1. Online forms 

2. Offer ebooks in exchange for filling out survey or giving feedback

3. Allow Google/Facebook sign-in to your site/app: can provide data about user interests and behaviors

4. Google Analytics: track and document page visits, categories read, time spent on site

5. Customer service interactions

6. Analyze social media interactions with your audience

7. Lead generation campaigns: collect information through webinars, contests, promotions

8. Ask for simple email replies from your newsletter readers

9. Review websites hold a wealth of first-party data on customers (and broader audience segments)

Warning: some of those options can be labor intensive. Yet, with new and proven artificial intelligence tools, the load can be lightened.

Wrap-Up: Google Chrome Third-Party Cookie Phase-Out

When third-party cookies get fully wiped out, many businesses and advertisers are going to endure serious struggles. 

Luckily, there is still time to prepare since Google has been postponing this for a couple of years. They are serious about the end now, and that’s clear by the massive Chrome testing going on as we speak.

Don’t be left depending on Google to lend you a hand when all these changes finally drop.

Google is going to do what’s best for… Google. 

Same as any company. 

So, do what’s best for yours by gathering all the first-party data you can. It takes effort but we believe it will pay off since most companies are not likely to go that extra mile.

Don’t forget, you can see Smart Recognition’s major potential with a free demo. Find out how many leads are slipping through your fingers every day. 

If you are getting traffic, why let all those anonymous visitors bounce after just one touchpoint? Smart Recognition gives you the chance to reach them through multiple automated touchpoints without changing your current workflow. Schedule a demo today.