We all know that skin is the largest organ in the body. Given that skin is largely responsible for touch sensations, it makes you wonder why some marketers underestimate the influence of touch on a buyer’s decision-making process.
Touch can build a connection between the buyer and the seller, between the customer and the product. When a consumer has something to hold, it creates a sense of psychological ownership, driving must-have purchase decisions through an emotional experience.
Creating an Emotional Experience
Research shows that customers can feel a wide range of emotions, both positive and negative, before deciding to buy. Many factors contribute to these emotions, from the atmosphere of the store to the intention behind the purchase.
A marketing strategy that elicits a predominantly positive emotional response from customers is one that engages the sense of touch. When a customer interacts with a promotional item or a product, it affects their mood, behaviour and spending habits.
Paper Ads and Direct Mail
True Impact, a Canadian neuromarketing firm, studied effective touch marketing methods for brand recall. The goal of the study was to compare the effects of direct mail marketing with digital media, such as email and display ads.
The researchers used advanced eye-tracking as well as high-resolution electroencephalogram (EEG) brain wave measurement to test which ads were easily understood, which ones grabbed people’s attention and which ones persuaded customers to buy a product. They also sent out questionnaires to the respondents for a more accurate analysis.
Their conclusion? Direct mail was easier to process psychologically and provided better brand recall than digital media. The former requires 21 per cent less cognitive effort to process than the latter. This is because direct mail, or any physical marketing strategy, requires both visual and tactile sensations to do the work.
Some of the leading examples for efficient physical touchpoints for direct mail marketing include:
- Printed cards
- Product samples
- Branded apparel
Science clearly shows that – despite the rise of the digital age and eCommerce – paper still has a powerful impact on the customer. Print delivers rich, vivid images that trigger tactile stimuli. It also serves as a more professional way of communicating detailed information that may require longer periods of reading.
As a marketer, it is best to take advantage of both physical and digital efforts. This way, you maximise your reach and achieve better results.
Direct Mail Marketing Campaign with Romax
At Romax, we communicate your message to your customers in the most effective way possible. We offer Direct Marketing Services that are designed to boost response rates and speed up your return on investment. Working closely with you we ensure that every aspect of your marketing strategy represents your business and vision.
We deliver your direct mail communications across the UK and overseas. If you need guidance and support, we’ll be glad to help.
Get in touch with us today for tailored and cost-effective services. Call us on +44 (0) 20 8293 8550 or email us at firstname.lastname@example.org.
« Why should you personalise customer communications? Profit from the power of handwritten notes »