ATL, BTL, and TTL Marketing

 

         Marketing activities are basically divided into three types namely, Above the Line (ATL), Below the Line (BTL), and Through the Line (TTL) marketing. The line was used to separate the marketing activities which had mass penetration (ATL) and specific penetration (BTL). Due to the increase in marketing trends and technology development, Through the line marketing arrived which makes use of both ATL and BTL.

 

Above the Line Marketing:

          ATL marketing consists of marketing activities that have a wide reach and does not have a specific audience. Basically, all mass-media marketing techniques come under ATL marketing. ATL marketing helps in building brand recognition and to inform customers about the products. Below are some examples of ATL marketing.

 

Television:

          Television is the most widely used medium of advertising. Since most people use their leisure time watching TV, it is the ideal medium for mass marketing.

 

Radio:

          Radio is one of the oldest marketing mediums and is widely used by people. They use it while driving, walking, and even at home. Due to its affordability, it is a very good marketing medium.

 

Print Media:

          Everywhere you go, you would definitely have seen some sort of print media advertising. It is costly, but it gives good reach.

 

Advantages:

·      Wide reach

·      Grabs customer attention easily

·      Builds brand recognition

 

Disadvantages:

·      Costly

·      Trends easily overcome

·      ROI is difficult to measure

 



Below the Line Marketing:

          BTL marketing consists of marketing activities that are targeted towards a specific audience. Basically, all direct marketing strategies come under BTL marketing. BTL marketing focuses on customer conversion rather than brand building. Below are some examples of BTL marketing.

 

Direct Mail Marketing:

          If planned properly, this is one of the best methods of customer conversion. People will get attracted to the brand when seeing custom-made messages specifically made for them.

 

In-store Marketing:

          Different sales promotions made using discounts, giveaways, buy one get one free offers in the retail stores are eye-nagging offers made by brands to promote the products.

 

Advantages:

·      More targeted campaigns

·      Strong customer relations

·      Highly measurable conversion rate

 

Disadvantages:

·      Staffs should be trained or experienced

·      High understanding of the locality required


 


Through the Line Marketing:

 

          TTL marketing makes use of both ATL and BTL marketing strategies. It is essential with the latest trends in marketing. The major challenge is the cost of the different campaigns required. Below are some of the examples of TTL marketing.

 

360º Marketing:

          Most of the marketing campaigns nowadays make use of both ATL and BTL marketing to get an edge over the competitors.

 

Digital Marketing:

          Digital marketing offers ATL marketing while also benefits as BTL communication with customers. This strategy has better ROI and customer satisfaction.

 

Advantages:

·      Combines both ATL and BTL strategies

·      Has high conversion and ROI

·      Followed by all major brands

 

Disadvantage:

·      Very costly

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