Digital Marketing, Direct Mail, Marketing

Direct Mail vs Digital Ads

Direct Mail

A Scientific Study

Today’s world is becoming more and more digital. The change is not just in how information is accessed, but also in how it is presented. As marketing transitions from physical to digital, is it getting better? Are the digital ads replacing physical ads as the most effective strategy? DM News’ article, Direct mail Has a Greater Effect on Purchase Than Digital Ads by Al Urbanski sheds light on these questions. Mr. Urbanski uses scientific research from Temple University to discuss the merits of direct mail vs digital ads. Temple University’s Center for Neural Decision Making conducted the research by observing participants using three methods:

  1. Eye tracking to measure visual attention
  2. Fingertip sensors to monitor heart rate, respiration, and sweating to analyze emotional engagement
  3. MRIs to scan deep brain activity.

How did direct mail fare against digital ads? Science shows that direct mail is the better option, and it’s not close. While digital ads were able to catch the attention of the participant faster, the physical ads outperformed their digital counterparts in every other category. Physical ads were able to hold attention longer, create deeper emotional engagement, and were found more directly connected to a decision to purchase. This isn’t to say that digital ads are not effective, but that there is still a big place for direct mail in marketing.

Application

The world may be getting more digital, but the science is clear: using physical ads is still an effective form of advertising. Direct mail is able to reach customers and influence purchasing decisions better than digital ads. As you develop your marketing strategy, do not underestimate the power of direct mail to connect with your customers and increase sales. Experiment with both physical and digital ads to find the best combination for achieving the best conversion rates. For more information on how ANS can help with your marketing needs, visit our website.

Review by David Fiso

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