Direct mail in a digital world

President and CEO Deepak Chopra in the Globe and Mail

On Amazon opening bookstores, neuroscience and why paper still works

Amazon, that digital paragon, has been experimenting with opening book stores. Surprised? It’s just one challenge to the conventional wisdom that physical is dead. Here’s another: while print advertising is in decline and newspaper classified ads nearly extinct, direct mail has remained a steady billion-dollar business for Canada Post.

Neuroscience helps to explain why paper works for marketers. Research shows that paper-based advertising messages are easier for the brain to process and recall and better at triggering action than digital messages.

Physical still meets human needs in the digital world that gets so much of our attention. That’s why smart marketers are returning to paper catalogues and marketing mail. They ignite demand.

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