USPS OIG: Mail Stimulates More Important Buying Brain Centers Than Digital
So USPS OIG has a point when it says the postal service needs to prove its worth to marketers who may be seeing less costly digital options as more desirable.
“Marketing and advertising decision-makers want to know where physical and digital media are most effective in the consumer’s buying process,” the research says. “While participants in this project showed no preference between physical and digital advertising when responding to surveys, neuromarketing techniques revealed different subconscious physiological responses among participants.”
What do marketers think of this research? USPS OIG says: “Companies such as Google, Disney, and Frito-Lay have used this type of research to measure actual, rather than self-reported consumer response to their advertisements or products.”
Please respond in the comments section below.