Last year, digital advertising spend ballooned to a whopping $72 billion, surpassing even TV spend. There is no question that marketing plans must include digital advertising as a key element of a well-executed strategy. However, research shows that digital is most effective when it’s paired with direct mail advertising because direct mail is a stronger trigger for consumer action vs. digital channels.
Ipsos, a leading global research company, released the findings of their study that examined the role played by direct mail and digital channels in optimizing consumer attention, emotional engagement and brand recall.
The results were unequivocal. Consumers spent an average of 37 seconds scanning direct mail, 118% longer than digital advertising. In addition, 66% of participants were able to recall having seen the piece one day later, and 57% were able to recall the specific offer. Overall, brand recall was 29% higher for direct mail than digital advertising.
Media sequencing also matters. Ipsos found that direct mail’s impact on consumer engagement campaigns may be strongest when it follows digital advertising.
The conclusion? “Each media channel is like an instrument in a symphony,” notes Elissa Moses, CEO of Ipsos Neuro and Behavioral Science Center of Excellence, “each with its own unique impact profile and role to play.”
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