At the Crossroads of Digital and Physical Marketing

In today's hyper-connected world, consumers are interacting with brands across multiple devices and myriad types of media. From mobile to social, this ever-changing, omnichannel landscape is creating exciting opportunities for marketers to reach prospects in new ways. However, it's also presenting new challenges.



Print, digital, or both? Offline or online? Mobile optimized, website banners, or social media? Choosing the right media mix for the right audience is the new gold standard for marketing success. With so many options it can be difficult for marketers to discern which channels and which forms of media are going to be the most effective — and how to combine them for optimum results.

Digital technology has also ushered in an era of more complex measurement-focused marketing. This is putting the pressure on marketers to demonstrate the value of their campaigns and show what worked or didn't. With campaigns spanning multiple channels, it can be challenging to establish direct links between marketing activities and results in order to attribute which lead or sale came from which channel.

What many marketers don't realize is that combining mail and digital channels is one of the most effective ways to track and measure results. Together, print and digital can deliver analytics that marketers can use to understand who their customers are and what motivates them to take action. Ultimately, this ability can help marketers create more personalized brand experiences — the benchmark for engaging customers.
 
Bridging the Gap Between Physical and Digital Channels
Mail continues to evolve. We've entered an age of more responsive, dynamic, and personalized mail, mail that behaves like a digital channel and expands the way people interact with a brand. Today's mail is technologically savvy and relevant, yet it keeps consumers engaged with its real-world tangibility. This unique ability to connect the physical and digital worlds is why direct mail remains a key player in the marketing arena.

Still, many marketers treat mail and digital as channels that are entirely independent of each other. In fact, they deliver greater results when their forces are combined. According to the Canada Post's study "Connecting for Action," integrated campaigns that combine direct mail with digital media attract 39 percent more attention than campaigns that rely on a single medium. This is just one of many studies showing the benefit of combining mail and digital.
Innovative neuromarketing studies are also proving the power of this dynamic marketing duo by measuring the effects of digital and physical media on consumers' brains. An emerging field, neuromarketing is poised to help marketers take the guesswork out of what drives consumer behavior. "Now we have a science behind advertising that meshes and converges with the art of it and just makes it so much more effective," Elissa Moses, CEO and head of the Ipsos Neuroscience and Emotion Centre of Excellence, said in a recent interview for the video series "Cup of Jo," produced by the Canadian publishing company St. Joseph Communications. "It's magical. … [neuromarketing] makes it much more exciting to do media planning because you're armed with information."

Simply put, neuromarketing is the application of neuroscience to marketing; the cutting-edge research draws on neuroscience tools, like brain imaging, to measure how consumers' brains respond to marketing stimuli. The goal is to shed light on marketing phenomena by studying how consumers react to different media. This is an important step in helping marketers understand their audience and reducing the complexity of managing marketing and advertising communications across channels.
 
Two Neuromarketing Studies That Could Change the Marketing World...

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