Why digital is better than papeR?

WHY DIGITAL IS IMPORTANT THAN PAPER.

Paper Beats Digital In Many Ways, According To Neuroscience

There's good news for printers and paper companies. Despite the enormous migration to electronic media, 

In the last decade, every marketer as been engaged in some kind of "print to digital" transformation. Glossy brochures, direct mail pieces, bulky manuals, and many other printed items have been replaced by a combination of web content, email, and on-demand electronic files.

This transformation is driven by how all of us consume media. We increasingly get our news, entertainment, and information via computers, tablets, and phones. Print-based media outlets have seen a decline in use and in some cases have disappeared completely.

We certainly aren't going to see a massive switch back to paper content. But, those marketers who have been looking forward to the day when print content is gone entirely may be surprised by the latest neuroscience research.

Rather than an all-digital world, it appears that a multi-channel approach that leverages the unique benefits of paper with the convenience and accessibility of digital will perform best.

For example, a study in Norway ,concluded that, "students who read texts in print scored significantly better on the reading comprehension test than students who read the texts digitally."

DIGITAL IS DOWN, BUT NOT OUT:

                        

There are a lot of what and why and how.

One of the elements of a successful digital transformation is adapting and adopting newer ways to operate, which mostly relies on the right kind of talent, prioritizing speed and targeting milestones. But one of the most important and prime amongst all of them is getting the organization in shape for digitization.

                           

The most recent work supporting paper-based marketing is a study sponsored by canada post and performed by Canadian neuromarketing firm trueimpact, The study compared the effects of paper marketing (direct mail pieces, in this case) with digital media (email and display ads).

The technologies used in this study were eye-tracking and high resolution EEG brain wave measurement. Conventional questionnaires were also used.

The three key metrics evaluated in the study were cognitive load (ease of understanding), motivation (persuasiveness), and attention (how long subjects looked at the content).