Let’s close our eyes and go back to a few months ago. Your friend is on vacation and sent you a cheerful text with a fascinating image of the exotic country he is visiting: do you remember? Vaguely? Maybe not at all?
Moreover, you might have even deleted the photo after a while to save space on your device.
However, if a postcard arrives in your mailbox, you might remember more details about it: the stamp, the message on the back, the actual image, etc. Chances are it’s always on your kitchen wall, and you often look at it with a smile.
Yet in an increasingly digitized world, there seems to be very little room for print and paper. With the frenzy of everyday life, we tend to engage with content by scrolling through social media, glued to our phones or laptops.
Marketers quickly adapted by making their digital ads as impactful and condensed as possible to immediately grab consumers’ attention.
Overall, digital marketing is fast and profitable. However, print is often more memorable than digital content, and some believe it to be more authentic.
In fact, recent neuroscience research has found that printed content has the ability to maximize sensory appeal and can ultimately stay with the consumer longer.
Let’s take a look at why – according to the science – it is definitely worth trying print marketing again.
Easier to read and understand
When comparing the impact of print marketing with digital content through eye tracking and EEG brain wave measurements, the results were in favor of print.
By assessing the difference in cognitive load – the ability to understand what you have in front of you – print media has proven to be easier to digest.
In addition, according to a study by Canadian neuromarketers at TrueImpact, print content “requires 21% less cognitive effort to process than digital media (5.15 vs. 6.37), which suggests that it is both easier to understand and more memorable.
Considering that the ability to easily understand content is strongly related to brand recall, it’s clear that this is particularly interesting data.
He presses the right ‘buttons’
Locked inside our skull, the ventral striatum is an area of the brain that has been identified by scientists as an indicator of desire and evaluation.
Using fMRI scans, researchers at Temple University compared the effects of digital and print media on this tiny brain structure to measure marketing effectiveness.
The results showed that print ads, whether direct mail or magazine inserts, triggered more activity inside the ventral striatum. This suggests that print marketing has a more persuasive influence on buyers.
While not a total guarantee, activity in this area of the brain can be a reliable predictor of future shopping behavior.
Paper creates more emotion
According to our postcard example, physical material has the ability to both make meaningful connections and stimulate feelings. This is because it feels a lot more “real” and tangible to the brain.
As a study by Bangor University underlined in 2009, paper supports allow a greater “internalization” of advertisements; by getting into the minds of buyers more effectively, people are likely to remember the content and the brand for longer.
Long-form printing best meets contemporary needs
We live in a world that is becoming more complex every day. Amidst the many controversies of our time, consumers are increasingly demanding transparency.
When it comes to defining where you stand on an urgent topical issue, from climate change to ethnic minorities or LGBTQ + rights, it can be quite difficult to express the brand’s point of view in a succinct and narrow statement. to characters.
The nature of the online world demands that digital ads be short and sharp in order to capture people’s attention. However, this compromises the length and depth of the company’s position.
The long print offers the opportunity to express a brand’s point of view on an issue that cannot be defined in a few words, giving consumers the opportunity to remember and better identify with the ethics of the ‘business.
In short, printed content makes for a more personal and impactful experience. By engaging the senses of consumers on multiple levels and stimulating people’s memory, print ads can have an edge over their digital counterparts.
Ultimately, the science has spoken: Print marketing shouldn’t be a dying art. Instead, he is still very capable of creating engagement and arousing curiosity in people’s minds.