It’s no secret that today’s hyper-connected world has revolutionized marketers’ reach and interaction with consumers. But when it comes to driving action, marketing’s endgame, are all channels created equal?
To find out, leading neuromarketing research company True Impact Marketing partnered with Canada Post to conduct the largest study of its kind to date.
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Brain imaging and eye-tracking technology were used to “see” into the brains of people interacting with physical (direct mail) and digital (email, display) advertising media. The resulting whitepaper, A Bias for Action, explains the four key findings:
- Direct mail is easier to understand and more memorable than digital media. It takes 21 per cent less thought to process,and creates much higher brand recall.
- Direct mail is far more persuasive than digital media. Its motivation response is 20 per cent higher — and even better if it appeals to senses beyond touch, such as smell and hearing.
- Direct mail gets the message across faster. Our brains process it quicker than digital media. An important difference in an era when goldfish have longer attention spans than the average human.
- Direct mail is more likely to drive consumers to act on your message than digital media.
While this neuromarketing study proves direct mail’s effectiveness, it also underlines that today’s consumers move fluidly across both on and offline channels during the purchase journey. In a connected world, the secret to smarter marketing, stronger customer relationships, and higher sales lies in fusing physical and digital.
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