Neuroscience Points Us to Direct Mail

You’re currently reading this blog on some type of digital format: a computer screen, an iPad or a smart phone. And, yes, hiring social media specialists is on top of the latest trends for companies. However, our brains tell us digital platforms alone are not and will not ever be the most popular. While some tech companies predict an “all-digital” world, a study conducted by a Canadian neuromarketing firm TrueImpact says, “Not so fast!” Instead of 100-percent digital, marketers need to go the multi-channel route, because they report direct mail is easier to process mentally. According to TrueImpact’s study, “Direct mail requires 21% less cognitive effort to process than digital media.” Simply put, it is easier for the people to understand and direct mail is more likely to leave a lasting impression on the end receiver.

True Impact came to the conclusion that physical marketing materials seem more “real” to the brain than digital marketing materials. Tangible materials also involve more emotional processing, which is important for memory and brand correlations. Finally, paper marketing materials produce more brain responses connected with internal feelings, which suggests greater “internalization” of the ads.

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