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JENNY BARRETT
Oct 1, 2010
Brain studies show benefits of direct mail
Direct mail can still be a very effective form of marketing despite the advent of digital, it has been claimed. Furthermore, according to an article by the Royal Mail's media director Mark Thomson for Marketing Week, this can be proved by studying the way direct mail affects the brain.
Category: General
Direct mail can still be a very effective form of marketing despite the advent of digital, it has been claimed.
Furthermore, according to an article by the Royal Mail's media director Mark Thomson for Marketing Week, this can be proved by studying the way direct mail affects the brain.
"Neuroscience experiments support the theory that direct mail creates significantly longer-lasting impressions on certain areas of the brain compared to digital marketing, and could consequently have a greater impact on a brand's bottom line," he writes.
Mr Thomson points to research commissioned by Royal Mail in which participants were shown prompts of physical direct mail and advertising in a digital format and their opinions on the products shown to them.
It was found that certain parts of the brain, largely those associated with visual and spatial awareness, generated more activity when presented with tangible pieces of direct mail.
A recent report from the Direct Marketing Association found that direct marketing generates £205 billion in sales annually.
Furthermore, according to an article by the Royal Mail's media director Mark Thomson for Marketing Week, this can be proved by studying the way direct mail affects the brain.
"Neuroscience experiments support the theory that direct mail creates significantly longer-lasting impressions on certain areas of the brain compared to digital marketing, and could consequently have a greater impact on a brand's bottom line," he writes.
Mr Thomson points to research commissioned by Royal Mail in which participants were shown prompts of physical direct mail and advertising in a digital format and their opinions on the products shown to them.
It was found that certain parts of the brain, largely those associated with visual and spatial awareness, generated more activity when presented with tangible pieces of direct mail.
A recent report from the Direct Marketing Association found that direct marketing generates £205 billion in sales annually.