Direct Mail Leaves a Deeper Impression than Digital Media

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

directmailVSdigitalmediaDoes 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 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?


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  1. #1 by Marketrefuge.Com on February 8, 2014 - 8:00 am

    Way cool! Some very valid points! I appreciate you writing this post and also the rest of the website is also really good.

    • #2 by strahmautomation on February 10, 2014 - 11:32 am

      Thanks! I hope you will continue coming back to our blog!

  2. #3 by Robert W Bell on February 11, 2014 - 2:16 pm

    #Directmail declines while email increases, important to note that (79%) of consumers will act on direct mail

  3. #4 by north face jackor on April 17, 2014 - 9:05 pm

    Thіs is a topic whіch is close to my heart… Many thanks!
    Exactly where аre yoսr contact details though?

    • #5 by strahmautomation on April 29, 2014 - 10:59 am

      You can find our contact details at the end of the blog post, to the right of the post and on our homepage

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