"A recent neuroscience study conducted jointly by research firm Millward Brown, Bangor University and the United Kingdom's Royal Mail shows direct mail makes a deeper and longer-lasting impression on people's brains than digital advertising."
"Three main areas of difference were uncovered between how study participants’ brains processed direct mail and digital messaging: The first area of difference was the degree to which the emotional centers of the brain were activated, with direct mail generating more or deeper emotional processing than the digital messaging. Second, the brain saw the physical material as more real than the digital messaging. Third, there was more activity in the areas of the brain that are connected to introspection when people viewed the direct mail."
So what does this mean?
- Direct mail is still essential in a marketing strategy.
- "Companies that want to communicate and differentiate their brand over a long period of time... might want to consider using direct mail to deliver the message."
- Direct mail pieces should be engaging and be of substance in order to convey the message effectively.
With the rise of digital media people are quick to dismiss direct mail, however, there is value in having a multichannel approach in marketing. As this study showed, people process and react differently to various types of outreach.
Contact me if you want to learn more about DMI's multichannel approach!
--L
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