This is just a small addendum to my post on Direct Mail last week. I found a fascinating Millward Brown case study conducted for the Royal Mail which I wanted to share. In Using Neuroscience to Understand the Role of Direct Mail, fMRI scanning was used to understand how the brain reacts both to physical and virtual stimuli.
The headline results from this study, are:
- Tangible materials leave a deeper footprint in the brain
- Physical material involves more emotional processing, which is important for memory and brand association
- Physical materials produced more brain response connected with internal feelings, suggesting greater “internalization” of the ads
The Royal Mail’s James Kitovitz (Insight Manager) said: “They successfully turned cutting-edge neuroscience into a practical marketing project, and delivered completely new insight identifying fascinating differences in levels of brain engagement for the two types. We have put the findings at the heart of our communications about the intrinsic power of direct mail, and how physical media have a place in any fully rounded marketing campaign.”
The research is fascinating and illustrates the real need for a fully integrated approach, using both physical and digital marketing material.
Thanks to Direct Mail Manager for pointing me in the direction of this article.
Whether you agree or disagree about Direct Mail’s role in the marketing mix, or if you have a story to tell, just reply below and let’s have a chat about it…