How the Brain Responds to Print vs. Digital
One of the marketing surprises of the last few years has been how strongly Millennials—the smartphone and fully wired generation—respond to direct mail 겁쟁이 페달 2기 다운로드. In fact, according to “USPS Mail Moments 2016,” Millennials are more likely than other generations to read, organize, and sort their mail than all other generations Marine Raising. They are also less likely to discard their mail without reading it.
Why do even so-called digital natives still respond so strongly to print? Could it be, in part, how we are wired 게임 사운드 다운로드? The answer is yes. Neuromarketing research shows that our brains react differently to printed material than to digital media.
To more fully understand how the brain reacts to physical vs Phi Phi Theme. digital mail, the United States Postal Service partnered with the Center for Neural Decision Making at Temple University’s Fox School of Business to gauge responses to physical and digital advertising pieces postgresql odbc 다운로드. Researchers used brain images, biometrics (e.g. heart rate and respiration), eye tracking, and questionnaires to measure reactions.
They found that:
- Participants processed digital ad content more quickly 윈도우 10 불법 다운로드.
- They spent more time with physical ads.
- Physical ads triggered activity in a part of the brain that corresponds with value and desirability geth 다운로드.
- Participants had a stronger emotional response to physical ads and remembered them better.
Canada Post found similarly intriguing results in its neuromarketing research project your name replay. They measured the response to campaigns that used the same creative and messaging for both physical and digital media.
They found that:
- Direct mail campaigns required 21% less cognitive effort to process Kim Kun-mo 3 book download.
- Participants’ recall was 70% higher if they were exposed to direct mail rather than a digital ad.
- Activation in parts of the brain that correspond to motivation response was 20% higher for direct mail bilibili 고화질 다운로드.
As human beings, we are wired to respond more strongly to physical, printed messages. For marketers who want advertising with long-lasting impact and easy recollection, printed materials can clearly make a difference.
Excerpted and edited from the USPSDelivers.com presentation “Still Relevant: A Look at How Millennials Respond to Direct Mail” (2017).