Direct Marketing News recently reported on a neuroscientific study conducted by Temple University’s Center For Neural Decision-Making that proves direct mail outperforms digital media for engagement time, recall and ultimate purchase.
The study, as reported by Al Urbanski, Senior Editor of Direct Marketing News, finds that while digital ads seized the attention of consumers quicker, direct mail held their attention longer, elicited a greater emotional reaction and played a more direct role in ultimate purchase decisions.For a more in-depth breakdown on the study’s findings, click the image below for an opportunity to download our new infographic:
The neuroscience study measured eye tracking, heart rate, respiration, sweating and even performed MRI scans to reveal deep brain activity. It all sounds very scientific. But in the end, it only confirms what most direct marketers have been saying for years: direct mail is still the most effective way to get immediate, bottom-line results. No other marketing tactic can improve your ROI as quickly and consistently as direct mail. Check out our infographic.
Let’s be clear:
no one is advocating eliminating digital media in favor of direct mail (though there are many out there advocating the elimination of direct mail in favor of digital). To me, that’s a little like choosing between a bat and a glove when playing baseball. To win the game, you’re going to need both.