Direct Mail vs. Social Media . . . Why you don't have to Choose!

Research conducted by the Temple University Center for Neural Decision Making, in partnership with the U.S. Postal Service (here), compared people's responses to physical and digital advertising.   The research found that physical advertising performed particularly well in several important areas - across all age groups.

• It produced stronger memories.
• Was remembered more quickly and confidently.
• Produced stronger emotional responses.
• Had a longer lasting impact.
• Generated greater subconscious desire for the product.

Does that mean digital advertising lost across the board? Nope!

Digital advertising performed particularly well at capturing focused attention during the initial exposure.   And that's exactly the point.

It's not about choosing one over the other.   It's about taking advantage of the strengths of each.

There's evidence that Direct Mail can help drive people into your digital marketing as well.   In a U.S. Postal Service survey (here) of 324 marketers who use Direct Mail, 77% reported that their campaigns drove website visits, 64% reported purchases, and 56% reported program signups.

That's where something as simple as a QR code becomes valuable.

Direct Mail gets your business into their hands.
Digital marketing gives them somewhere to go next.

Your postcard can send someone directly to your website, online offer, Social Media page, appointment form, or email signup.

So don't think of Direct Mail and Social Media as competitors.

Think of them as teammates.

Either can produce results on its own.   But used together, they can create multiple opportunities for potential customers to encounter your business, remember your name, and ultimately take action.