The Post Office Wants to Study Your Brain. - Midwest Direct

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September 16, 2014

The Post Office Wants to Study Your Brain.

The headline sounds like a bad 1960s sci-fi movie, doesn’t it? But it’s true.

The Post Office is in the process of reviewing researchers to study how the human brain responds to physical and digital messages. The goal is to determine that direct mail plays an important role in the consumer purchase decision.

This study may sound familiar, because in 2010, the Royal Mail published a report titled “Using Neuroscience to Understand the Role of Direct Mail” that saidĀ  that physical marketing materials such as direct mail left a “deeper imprint” on the brain than digital messages.

This study could be of great assistance to direct marketers to help themĀ  assess the success of their print, mail and digital communications

Companies are concerned with increasing the effectiveness of their marketing activities. No one channel can do all things to build a relationship with a customer, and the task of understanding how they work together is exceedingly complex. Many postal customers, especially small and medium sized enterprises (SMEs), may not be able to track the success of a specific channel and do not know the most effective mix of physical and digital communications to best convey their message. – See more at: http://www.postal-reporter.com/blog/usps-oig-seeks-suppliers-for-conducting-neuroscience-research/#sthash.IB9m2b3p.dpuf
Companies are concerned with increasing the effectiveness of their marketing activities. No one channel can do all things to build a relationship with a customer, and the task of understanding how they work together is exceedingly complex. Many postal customers, especially small and medium sized enterprises (SMEs), may not be able to track the success of a specific channel and do not know the most effective mix of physical and digital communications to best convey their message. – See more at: http://www.postal-reporter.com/blog/usps-oig-seeks-suppliers-for-conducting-neuroscience-research/#sthash.IB9m2b3p.dpuf
Companies are concerned with increasing the effectiveness of their marketing activities. No one channel can do all things to build a relationship with a customer, and the task of understanding how they work together is exceedingly complex. Many postal customers, especially small and medium sized enterprises (SMEs), may not be able to track the success of a specific channel and do not know the most effective mix of physical and digital communications to best convey their message. – See more at: http://www.postal-reporter.com/blog/usps-oig-seeks-suppliers-for-conducting-neuroscience-research/#sthash.IB9m2b3p.dpuf

 

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