Neuromarketing research shows physical advertisements have a pronounced effect on consumer decision-making.
The most optimal marketing campaigns are multifaceted endeavors, mixing multiple mediums to hit their target audience. Magazine ads, websites, billboards, direct mail, social media and smartphone apps are just a few ways companies convert customers. To drive profits, businesses must allocate their marketing dollars across the right channels. Today, no brand can dispute the power of the digital world, but what about physical advertisements like direct mail and print ads? What gives them their edge?
To get to the heart of this question, the U.S. Postal Service Office of Inspector General partnered with the Center for Neural Decision Making at Temple University’s Fox School of Business to study the power of print and digital advertisements. Together, they found participants spent more time with physical advertisements, showed more desire for a product seen in print and were more stimulated by physical ads than by their digital counterparts. Below, we’ll dive deeper into the research and the results. Read on to learn how and when physical advertisements dominate digital marketing.
At the heart of this study lies neuromarketing. This emerging field combines the insights of multiple disciplines, including neuroscience and psychology, to answer questions about marketing, consumer behavior and advertising phenomena.1 Working with Temple University, the USPS used neuromarketing tactics to explore how consumers processed and engaged with physical and digital advertisements, both consciously and subconsciously.
Physical advertisements were proven to have more influence than digital ads in a number of ways. Not only did participants spend more time with physical ads, they also remembered them more quickly and confidently. Physical ads also elicited a stronger emotional response than their digital counterparts and, overall, had a longer-lasting impact. Looking at brain activity, researchers also discovered that participants showed a greater subconscious valuation and desire for products or services advertised in a physical format. This means physical ads are particularly effective in two stages of the consumer journey: exposure to information and retrieval of information. Digital ads trumped their physical counterparts in only one area: focused attention. Though participants did show more attention to digital ads, they gained the same amount of information from both types of advertisements.
Credit to: www.uspsdelivers.com