Every new piece of contemporary marketing literature seems to point towards the same consensus…that digital marketing is the way forward and anyone not embracing it as the corner stone of their marketing campaigns is bound to fail. This is due to it being cheaper, interactive and easier to target towards a segmented audience, to name just a few benefits.
However, new research conducted by functional Magnetic Resonance Imagery (fMRI) scanning of brains at the University of Bangor has shown that physical direct mail, such as flyers etc, stimulates the emotional parts of the brain to a further extent than that of digital media, and as so are a more potent medium when strengthening a brand and creating brand awareness. The tangible materials allow the individuals sense of touch as well as sight to be stimulated, creating a further effect making the material seem more “real.”
For more information check out the research paper from Millward Brown http://www.millwardbrown.com/Libraries/MB_Case_Studies_Downloads/MillwardBrown_CaseStudy_Neuroscience.sflb.ashx
This isn't to say that digital isn't important, but it is important that Direct Mail isn't forgotten or condemned to the history books, because that will be at the detriment of brands looking to create lasting salience and relationships with their customers.
For more on Neuro Marketing check out http://www.neurosciencemarketing.com/blog/