Nicely explained The recent consumer trend in the market requires the integration of both ATL & BTL strategies for better results. In effect, marketing that was more broad in nature was separated from marketing that was more direct in nature. Till then, you can read our article on digital marketing (https://www.feedough.com/digital-marketing-guide/) for more insights. This would be a strategy designed to target a specific group of people and to try and encourage quick purchases, or conversions. More detailed definitions of ATL, BTL and TTL marketing Here is a description of the terms mentioned above – we’ll then go on to look at a few examples a bit further down this post. I’ve actually written a post on how you can go about generating leads at tradeshows and exhibitions – you can get to that here. Now, let’s have a look at a list of 20 common ATL and BTL marketing methods, Above-the-Line (ATL) Promotional Actvities. Magazines exist in niches and make it easier for marketers to reach their niche directly through them. However, we have many more platforms and much more technology available to us. Well written article, however in the same context would appreciate more elaborative version, as this is quite helpful for beginners. This kind of marketing delivers both a wide reach and a focus on conversions. As mentioned above, this kind of marketing would be used to build general brand and awareness of the business and/or it’s products over the long term as well as goodwill. Below the line marketing includes direct marketing strategies directed to specific target groups and focused on conversions rather than building the brand. 1) It is costly â Any media is costly, but television and newspapers are known to be the costliest around the world. An Example Of Above The Line Marketing Activity. By the above definitions is it safe to consider SMS campaigns BTL activity. You can read more about this in my free 12,000 word guide on modern day telemarketing. Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. An Example Of Below The Line Marketing Activity The same cereal company could also run a direct marketing campaign in a large city, targeting commuters on the way to work. Below the line marketing generally refers to marketing practices making use of forms of promotion that do not involve the use of mass media. You’re using some marketing channels with a wide reach to draw prospects into other channels that are designed focus on conversion.”. Feedough is the one-stop resource for everything related to startups. Below the line (BTL) marketing represents direct marketing or one to one marketing. Here is an overview of the ATL/BTL/TTL marketing meanings as an infographic: Hopefully this post has given you a clear idea of the ATL/BTL/TTL marketing distinctions and also where it can become a bit ‘blurry’. This kind of marketing is the kind of marketing that targets specific groups of people with focus. Marketing Tools : Above the line and Below the line The Art of Marketing⦠It lets one flirt with his or her creativity to sell / advertise / brand a product or service. One such case in which it becomes difficult to classify whether a promotional activity should be termed ATL, BTL or TTL is when you use images within your social media campaigns. In short, I’d say the Through the line method was the most applicable in situations as described above, but hopefully you can see why this would not always be the case. And, in modern times, social media is actually pretty difficult to define as either ATL, BTL or TTL (we will discuss that properly further down this post).
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