Messages in both printed and digital form are hurled at us daily across different media and channels. But what works best – printed or digital communication?
The world’s first neuromarketing study carried out by Ipsos, Nourons Inc. and PostNord has for the first time directly shown how our brains respond to printed and digital messages.
Source: Behind the mind, Postnord
The study was conducted in Denmark and Sweden, and looked at 100 people in both countries, and the answer is unequivocal: Printed advertisements create greater emotional commitment than digital advertising.
Combining printed and digital media is the answer
However, printed advertisements cannot stand alone. The neuromarketing study very clearly showed that the combination of printed and digital advertising has a bigger impact than either one media or the other. By far the best effect is achieved by choosing printed media first, and then following up with digital advertising.
Printed media still have a role to play
The survey also showed that people find it easier to focus on printed advertising. Digital media create more stress than printed media, which is why messages in digital media are often subconsciously ignored. In combination however, the two media are second to none, and it has been established once and for all – that printed media definitely have a legitimate role to play in modern and efficient communication.
Source: Behind the Mind, PostNord