How The Brain Works…Digital vs. Physical Media!!

Revealing Study Shows that Direct Mail Leaves a Deeper Impression than Digital Media

Does it seem to you that digital is taking over everything?  Technology may make it seem like traditional methods of marketing, advertising and communications is going extinct.

But is it?

A study conducted last October by Millward Brown, stated that physical media like direct mail left a “deeper footprint” in the brain, as opposed to digital media through some sort of technology.  The study makes a strong argument that our brains respond differently to digital vs. physical media.  Direct mail and other physical media continue to be powerful tools in marketing and communications.

The study was titled Using Neuroscience to Understand the Role of Direct Mail

To download the case study click here!

Presenting physical material resulted in greater emotional processing, more “real” to the subject, which is important for memory and brand associations.  This tangible experience is more readily internalized, which means the ads should have a more personal effect thereby positively influencing motivation.

Does this mean you should abandon digital media such as email marketing, Facebook and Twitter?  Not at all.  A well planned program of both digital and physical communications will increase your chances for success.

How are you combining digital and more traditional physical marketing?  Where and how have you experienced the most success?

  1. #1 by Wyatt Bryans on December 7, 2011 - 2:38 am

    Exactly what is the System?

    • #2 by Kimberly Tarpley on December 23, 2011 - 8:44 am

      Hi Wyatt;

      Sorry for the slow response.

      Can you please clarify your question? I am not sure exactly what you are asking, but would love to provide you more information.



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