Surprise! There’s a fascinating scientific explanation why print advertising remains a marketing powerhouse. Studies have delved into how our brains respond to different media, revealing we don’t engage with digital content the same way we do with print. The physicality has an indelible impact that can’t be ignored.
Which leaves a lasting impression? A fleeting wine ad on Instagram or a tangible postcard showcasing the bottle?
Two influential studies took a deep dive into this question, and their discoveries might change how you view print. We remember printed materials significantly better than digital ads.
Canada Post: A Bias for Action
Canada Post partnered with True Impact Marketing to compare the effectiveness of print and digital ads in real-world scenarios.
Using eye-tracking technology, they explored how people genuinely engaged with different advertising formats.
The results were impressive:
- Print ads were remembered a staggering 70% more often than digital ads.
- Researchers found direct mail held participants’ attention for 118% longer and stimulated 29% higher brand recall than digital advertising.
- The study confirmed print’s effectiveness in motivating people to take action.
These studies aren’t suggesting we abandon digital advertising altogether. Instead, they highlight print’s unique strengths and demonstrate its remarkable effectiveness.
USPS: Enhancing the Value of Mail – The Human Response
The United States Postal Service collaborated with neuroscientists at Temple University to understand how our brains react differently to print and digital media during the buying process.
By tracking eye movements and monitoring physiological responses like heart rate and breathing, the study unveiled valuable insights.
Key findings include:
- Print creates a stronger emotional connection than digital ads, leading to significantly better recall even a week later.
- People feel more enthusiastic and attracted to products showcased in print.
- While digital media captures attention quickly, print resonates on a deeper level, making it easier to remember.
- Overwhelming evidence suggests print is more likely to trigger a purchase.
- This is because print engages the emotional centers of our brains, leaving a lasting impression.
Recent studies have cast doubt on the effectiveness of digital marketing, particularly social media advertising. While not a reason to ditch digital entirely, this research does highlight that direct mail, often overlooked in the digital age, is a powerhouse worth reconsidering.
Studies reveal that direct mail captures more attention and elicits higher response rates compared to fleeting digital ads. The tangible nature of mail creates a lasting impression, making it more likely to drive action from prospects.
The key is to leverage both channels strategically. Use social media to build brand awareness and direct mail to drive conversions. The combination of a tangible mailer with targeted digital ads creates a powerful one-two punch for your marketing campaigns.
Dollco’s Expertise
At Dollco Print Solutions, we have a proven track record of delivering high-quality print & direct mail solutions that get results. Our team of experts will work with you to craft a campaign that maximizes your ROI and drives tangible business growth.
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Partner with Dollco Print Solutions and discover the power of print marketing. Call us at 1-833-275-3137 to discuss your specific needs and learn how we can help you achieve your marketing goals.