In a battle between modern technology and traditional printed marketing materials, the winner may surprise you.
In the world of marketing, tradition is often viewed as an antiquated, inefficient concept. In marketing, the goal is to push limits, explore boundaries, and captivate audiences in a way that builds recognition, loyalty, and optimally, sales. As such, with every technological advance or cutting-edge online service that pops up, marketing professionals are quick to embrace and harness the power of the latest, greatest marketing strategy.
When digital marketing came onto the scene, it seemed too good to be true: a direct marketing tool that was cost-effective, globally accessible, and capable of capturing vast sums of critical customer data instantaneously. With digital marketing, the doors were open to connect to audiences throughout the world in a way that was not physically or financially feasible for most businesses. Quick to latch on to the next big thing, businesses found their marketing strategy shifting from traditional print advertising to online, digital marketing strategies.
…and then science stepped in.
According to recent data released by neuromarketing firm TrueImpact, our brains might be better able to comprehend printed material over digital marketing. Requiring less cognitive effort and offering higher mental retention rates, printed materials provided a more impactful experience for the reader. In printed marketing pieces, the audience was more likely to remember the company name, retain the content in the advertisement, and were able to recall 70% more information compared to the digital marketing piece. Printed materials also increased the audience’s overall stimulation, increased their review time, and inflated the perceived value of the advertised product.
So, does that mean that businesses should just abandon their digital marketing strategies and return to print? Not so fast.
While there were many cognitive benefits to paper and print marketing and advertising solutions, digital marketing still held its own in some critical areas. Subjects reported that they were far more likely to purchase a product based on digital marketing, and digital marketing also held the attention span of the audience for longer periods of time. Additionally, quality digital marketing made the audience more willing to pay top-dollar for the products being advertised.
The reality is, a quality marketing strategy today requires both effective digital marketing and quality print materials. Each has a valid and important role in building your business and growing your audience.
Make your best impression!