Published July 17, 2019
Last week, I posted a list of links to neuroscience studies showing the power of print over digital in many areas, including content retention, recall, and willingness to buy. One of those resources contains a reference to a 2015 study that is often overlooked. The study looks not just at print vs. digital, but the weight of the paper, as well. If you are not familiar with this study, you should be.
Published July 10, 2019
Print and digital communications both have their strengths, but when it comes to comprehension and recall, studies consistently show that information communicated in print is more deeply embedded, recalled with more detail, and creates a more powerful emotional engagement than digital. Here is a compiled list of links on studies on the neuroscience of print, or how our brains respond to print vs. digital communications, listed in chronological order of publication.
Published June 26, 2019
How are small businesses implementing multichannel marketing? What role does direct mail play in those strategies? Taradel decided to find out. This article takes a look at some key findings and takeaways.
Published June 19, 2019
Research from Pebble Post/Murphy Research finds that direct mail shoppers are highly engaged and spend, research, and evangelize more than non-direct mail shoppers. What’s behind this behavior? A look at the data from Pebble Post, as well as others.
Published June 12, 2019
In concert with Pebble Post, Murphy Research released a study that puts data to what we intuitively know but can’t always document: that direct mail drives purchase consideration and plays a central role in the path to purchase. These are good numbers to have!
Published June 5, 2019
This article looks at the data from Merkle’s “Digital Marketing Report” (Q1 2019). Specifically, it looks at growth (or lack thereof) in ad spending and impressions for the top social media channels.
Published May 29, 2019
Printers have become accustomed to incentivizing customers to use environmentally friendly consumables by minimizing the cost difference from non-green versions. But a new research study shows that this approach may be counter-productive. Would charging more for a “green marketing package” actually increase your customers’ green purchasing intent? This study suggests that the answer is yes.
Published May 22, 2019
Doing good has become good business practice. We not only see it in action, but the research bears it out, too. Fortunately, we are seeing printers taking up the mantle and investing in various areas of social responsibility, cementing customer relationships and (hopefully) creating positive peer pressure to do the same.
Published May 15, 2019
Is in-app use the future of QR Codes? As in, not a QR Code app, but someone else’s app? Maybe this explains research that shows that QR Code use is increasing.
Published May 9, 2019
If today’s online storefronts and web-to-print workflows don’t look anything like they used to, there’s a reason. The software has advanced leaps and bounds from where it was even a few years ago. This interview with founder and CEO of Amazing Print Tech Slava Apel reflects how the technology is changing...and how it is changing those who use it.
Published May 1, 2019
Even as the technology and implementation of augmented reality races forward at blazing speed, many marketers are still stuck in the past. As a result, and as illustrated by my recent experience with the prize in a Cracker Jack box, it hurts the entire industry.
Published April 24, 2019
Heidi Tolliver-Walker summarizes Eddy Hagen’s recent study on the impact of product packaging damage and color variation on consumer purchases. Hagen’s surveys always challenge our assumptions, and this one is no different. The conclusion? Color variation isn’t as important to consumers as it is to the rest of us.
Published April 17, 2019
I got four Millennials and one Gen Z in a room and peppered them with questions about QR Codes. Did they use them? Why or why not? If they didn’t, what was holding them back? What I discovered is that, in the mind of these generations, if it ain’t broke, why fix it?
Published April 10, 2019
According to a new survey, printers are doing more than adding new products and services. They are migrating into fundamentally new lines of business...and doing it in large numbers.
Published April 1, 2019
Direct mail retargeting used to be a new and untested technique. Today, an increasing number of PSPs are offering it, and the results are pouring in. Here are two terrific examples from Early Express.
Published March 27, 2019
There is a trait that top executives of growing print companies share. It’s the art of being still and listening. Here are three examples of how top print executives do this in their own way...and why.
Published March 20, 2019
Traditionally, when people share a printed piece they have received with others, we use the term “pass-along.” But what if we want to think about print in a more current context? What if we started using the term “shared” instead?” In other words, what if we started thinking about print the same way we think about digital channels?
Published March 13, 2019
Part of being a marketing services provider is helping your clients with their marketing, and this goes beyond integrating marketing channels and improving databases. It includes selecting and tweaking the right offers, too. Studies on this topic provide fascinating insight into the psychology of discounts and deals.
Published March 6, 2019
To move the needle on direct mail responses, your customers may change up their copy, their images, or their list. But what about their offers? A new Bed Bath & Beyond mailer raises an interesting question.
Published February 26, 2019
Looking at a series of case studies on high-speed inkjet, the takeaway is how unremarkable investing in this technology has become. The decision is no longer about the readiness of the technology itself. It’s about market pressures and cost-justification...just like any other capital investment. How times change!
Published February 20, 2019
A new study from Yieldify shows that, even though it costs more to acquire a new customer than to retain an existing one, marketers are more focused on customer acquisition than retention. What does this mean for you?
Published February 13, 2019
TOMS has just given us more to love. Not only is the company an outstanding example of effective branding, but now its branding efforts are driving a new high-volume direct mail campaign.
Published February 6, 2019
Consumers care about environmental issues more than ever, and they are using their spending dollars to reward companies that share their values. A new study shows just how important this trend has become.
Published January 31, 2019
According toForrester Research, price isn’t a dealbreaker for most customers. If price isn’t the deal breaker in a purchase decision, then what is? That’s where data comes in.
Published January 23, 2019
What do the content of Printing News and an Instagram post have in common? They are both “print worthy.” Read on to find out more.