Does this have to be an either-or equation?

Researchers recently found that tangible materials [like direct marketing and print ads] involve more emotional processing in subjects than visual/audio based messages — leading to better branding and ad recall. Read more here:
http://www.neurosciencemarketing.com/blog/articles/paper-vs-digital.html

Granted, we’re all constantly striving to use the most effective way to spend limited marketing dollars, but dividing them among digital AND paper gets your message to prospects where it’s most effective for THEM. So point-of-purchase materials, web, and direct mail all play a part in today’s successful marketing mix.

What do YOU think? Do your web/email ads work as well as a postcard mailing?