This mini graphic or visual vignette uses a coffee analogy to illustrate the differences between 1:1 personalized messages (K-cups) and generic bulk messages (carafes).

1. ARE YOUR MARKETING MESSAGES
K-CUPS OR CARAFES?
Activist consumers expect each brand interaction to be tailored precisely to their needs and behavior.
Yet, many businesses continue to send generic batch-and-blast campaigns. Marketing looking to
generate higher engagement and ROI should ask themselves whether they’re marketing messages
are K-Cups or Carafes.
VS
One-to-one One-to-many
One message, One message, as many
one recipient recipients as possible
Real-time Batch
Delivered when and Delivered according
where a consumer to the brand’s
takes action timeline
Personalized Generic
Content driven by One “flavor” or
individual tastes message for
and preferences all recipients
Fresh Stale
High engagement & ROI Declining response rates