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Leaflet distribution is so last millennium, right? Ultra-efficient digital marketing seems to gradually replace print marketing delivered by humans. It might be a little too soon to shut down the paper mills, though, according to a research study by branding agency Millward Brown.
The study used fMRI brain scans to demonstrate that our brains process paper-based and digital marketing in different ways. Their findings confirm that physical print advertising leaves a “deeper footprint” in the brain as it causes more emotional processing than digital marketing.
Moreover, the research proved that tangible materials involved more emotional processing in the subjects, which is particularly interesting from a branding and ad recall standpoint:
While in no way denigrating virtual media, which can have specific benefits in terms of targeting and interactivity, the study does reveal that there is something special about the physical medium which is not to be disregarded. Every communication tool has its place in an integrated marketing strategy.
The Millward Brown study unfortunately didn’t elaborate on how to optimise a leaflet to achieve maximum effect, but based on many years experience in print distribution, we have drawn our own conclusions:
About the author:
Marliese Andexer is Impact Marketing’s Project manager. She has an extensive background in all things digital. To discuss your needs for an integrated marketing approach, from leaflet distribution to video marketing – drop her a line today: email@example.com
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