The US Post Office teamed up with Temple University’s Center for Neural Decision Making to scientifically test the effects of how print works to direct our buying habits versus digital advertising. With neuromarketing tools such as eye tracking cameras and MRI, the study found how print offers several advantages over just using digital marketing.
The key advantages of print marketing over digital marketing are:
Customers spent more time reading the print ad, were more emotionally engaged.
High quality photos, color and the right amount of text taps into the person's emotions.
They were much more able to remember and recall the information.
A week after viewing the print ad, participants were able to remember the print ad.
They were subconsciously driven by the ad's message to take action.
Direct mail, posters, product displays, etc. can really influence customer's buying choice.
They placed more value on the goods or services advertised.
Using the the right paper, unique print techniques and photos all help enhance the product.
The study showed "that physical ads generate brain activity associated with a higher perceived value and desirability of the advertised product or service. Recent research shows that activation in this area (ventral striatum) during product evaluation is the strongest predictor of real-world market behavior, like purchases and sales"
There's no denying that print is still the king of getting your message out to the audience to influence their decision making. Digital has it's place and can be even more effect with print advertising for longer lasting engagement.
What are your thoughts? Let us know in the comments.