We live in an era of unprecedented individualization. Across even the most established industries and categories, products are now available in formats that cater to individual tastes and preferences, while offering extraordinary selection on demand.
The music industry is a prime example. Thanks to the rise of the MP3 and digital distribution services, consumers no longer need to purchase an entire album to enjoy a single song. They can instantly download or stream individual tracks of their choice. And with catalogs vastly superior to traditional brick-and mortar stores, online services can satisfy even the most eclectic tastes.
While this trend has been driven largely by digital disruption, the shift towards individualized products has reached physical goods as well. Coffee brewer Keurig pioneered the individual coffee serving with the K-Cup. In households where individual tastes and habits vary, the K-Cup is a godsend because it allows each coffee drinker to brew just the right amount of their preferred flavor precisely when they want it.
Are your digital marketing messages K-cups or carafes?
Marketers today are striving towards delivering the same level of individualization and personalization. They can’t afford not to. That’s because like music, publishing, and numerous other industries, marketing has been disrupted by digital. As a result, the old rules have been broken and the old tactics rendered increasingly ineffective.
The embodiment of the old rules and tactics is the carafe: generic, one-flavor-fits-all campaigns brewed when and where the brand wants. However, activist consumers—with access to near-perfect information and clout they’re not afraid to use—demand a K-Cup experience. They expect each message or interaction to be individualized and tailored precisely to their tastes and preferences. And they expect contextual information to be served on demand, precisely when and where they’re taking action.
If a brand can’t deliver real-time, personalized experiences seamlessly across channels, activist consumers will find someone that can. After all, thanks to disruption, there is no shortage of alternatives.
For more inspiration on delivering K-Cup experiences, check out the graphic below.
