SKM Media Group--In a world dominated by digital everything - digital marketing, smartphones, digital advertising, digital you name it - it's often easy to forget that we still live in a physical world. It wasn't long ago that physical media such as newspapers and magazines were the primary means not only for reaching customers, but also for learning and absorbing information. With the rise of technology, however, it seems that more traditional media run the risk of going extinct. Yet in spite of the digital takeover of all-things marketing and advertising, direct mail continues to thrive and the following study examines the reasons why. The study, conducted by Millward Brown last October, revealed that physical media like direct mail left a "deeper footprint" in the brain, as opposed to digital media absorbed through some sort of technology. Titled Using Neuroscience to Understand the Role of Direct Mail, the study sheds light on the fact that our brains react differently to digital vs. physical media, and makes a strong argument for why direct mail and other "tangible" media remain powerful marketing tools with superior resonating quality. Read more!
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Oct. 30 2011 08:15 PM
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