Apple Advertising and Management Assistance logos

Login to the Extranet
Other ways to talk to us twitter facebook
Who we are
Enter the Blog; mind the gap
What we do
Services for Financial Institutions
Make Contact! Let's get started

What is the best way to get your message to customers and potential customers? Electronic? Or, paper?

Everybody knows that electronic communication is faster, less expensive and reaches a greater number of people. So, of course, electronic communication is better than paper-based mail, right? Um, well, maybe not.
Pingdom.com graphic

Infographic source: royal.pingdom.com
According to a study by branding agency Millward Brown paper communication may have some significant advantages. They used MRI brain scans to see how the brain processed paper-based ads vs. digital based ads. As it turned out, paper communication caused more emotional processing and left a deeper footprint in the brain. So using, for example, traditional direct mail can create a more “real” experience for the customer. Of course, paper ads do not have video, audio or interactivity, but then, those enhancements may not be necessary for every message.
There is also some the matter of how much email actually hits the Inbox and does it get read? Seems there are over 39.6 billion emails sent out per day in the United States alone. With the US Census showing a population of over 310 million, that is over 125 emails per person per day for every man, woman and child in the country. (Actually it seems like I get 18 million of those emails everyday.) With such staggering email volume, it’s hard to believe all email is getting read – and that’s what spam filters do anyway, right? Protect us from that incessant barrage of email. How many emails die a slow, agonizing (but thoroughly deserved) death in the collective Junk Mailboxes of the world?

So what is the best way to get your message out? Paper or electronic? There is no one “best” answer to this question. You should review your company, your message, your customers (and potential customers) and make the most balanced decision you can. For sure, there are no automatic answers.

Get After It

“If I’d have asked my customers what they wanted they’d have said a faster horse.” – Henry Ford

Just a thought inspired by Henry Ford, but maybe your customers don’t have a good a grasp on what they need as you do. So go after it, Hank.

 


P.O. Box 1450 | Asheville, NC | 28802 | 828.252.4036
© 2008 - 2014 Apple Advertising, Inc, & Management Assistance: Programs & Services | privacy & terms of use | sitemap