Revealing Study Shows that Direct Mail Leaves a Deeper Impression than Digital Media
But is it?
A study conducted in October 2012 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.
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?