We all know how technology revolves around us, and businesses are expanding their services differently. To advertise their products using different advertising methods. There are two primary methods that marketers use to conduct promotions. They either market their products in general or create targeted communication for a specific segment. Nowadays, these strategies are classified into two different categories: ATL and BTL actions.
Consumer trends are constantly changing, so marketers have to develop ways to adapt to these evolving requirements. Additionally, the third option, Through the Line (TTL) marketing strategies, allows marketers to use an integrated strategy to market products to both targeted and mass markets simultaneously.
Let’s look at two important of these approaches:
ATL Advertisement: An Overview
ATL strategies are geared towards directing messages to the general market. Not all promotional messages are targeted, so they don’t focus on a specific audience. The concept of this message is to notify consumers about the accessibility of the product. Marketers try to convince customers to shop at stores and search for specific items. These tactics help businesses get their message out to a wider audience and help build brand awareness.
Examples of ATL activities:
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Television
A typical American watch 4.3 hours of TV one day. The same is true for the majority of the world. Television ads reach local international, and national audiences depending on the channel and the agreement between the two parties. TV ads are more effective in connection to the viewers since moving images that contain audio is preferred to still images and audio alone.
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Radio
Radio is an example of an ATL advertisement. No other mass medium than radio gives much affordability with regard to this frequency.
Radio is an ideal option for advertisers to meet the creative and frequency requirements of advertising. It can have an international, local, and international reach as TVs.
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Magazine & Newspaper
National, regional, and local newspapers have greater coverage than other media. Newspapers have fixed ad slots that are utilized in marketing campaigns to educate clients and potential customers about their company or the offers. The existence of niche magazines allows marketers to reach their market directly via them.
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Outdoor Advertising
Outdoor advertising company in Lahore is typically done in public areas and is always on display, and has a wider effect depending on the place. These include flags, banners as well as wraps, billboards, and more.
Benefits of Above the Line Marketing
Wider Reach: Above the line advertising mediums have a wide (national/international) reach.
Improved Connectivity with the Audience: Media like TV and radio use audio-visuals, which are more able to connect with the viewers.
Brand Development: Advertising in the media is an essential tool for the creation and realization of brand identity. The brand is created by its customers. Marketing’s role in the process of building brands is to communicate with the maximum number of potential customers they can and inform them about the brand’s advantages in a creative manner. Marketing above the line thus plays a significant part in branding.
BTL Advertisement: An Overview
BTL operations are more specific and are targeted at particular groups of clients. This type of advertisement is highly targeted and precise. In the development of this advertisement, the psychographics and demographic characteristics should keep in mind for all particular customers. The messages are highly personal, and the goal is to convert a visitor into a customer.
The primary benefit that comes with BTL advertising is that the results of the campaign are easily monitored. The ROI is also much higher. Furthermore, campaigns can be customized to different segments of customers within a particular segment.
Examples of BTL Activities:
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Direct Mail Marketing
A personal strategy utilized by marketers is direct mail (e-mails or text messages, etc.). These are customized messages about the brand or other promotions that are drafted to meet the preferences of each customer. This BTL strategy can result in more conversions if properly planned.
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Sponsorship
It is a form of partnership between various corporates or events in order to increase exposure and is typically used as part of branding strategy development at the BTL level.
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Brand Activation
Brand activation is the process of getting consumers to take action via interactions with brands and experiences. The main goal of these programs is to inspire consumers to take action and make brands more real through experiences and create long-lasting emotional bonds.
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In-Store Marketing
Marketing activities that are carried out within stores are known as in-store marketing. These activities below the line utilize different points of sale to make the best return on the investment.
Benefits of Below the line marketing
Highly Targeted: Effective conversions happen when communication is made according to what the client wants. Because BTL’s methods of marketing are very specific, the results are superior when it comes to conversions.
Higher Return on Investment:
Below the line, promotions are targeted at a particular target audience and have greater reach, and can be quickly executed, tracked, and monitored. Thus, BTL strategies yield a higher ROI and MROI in terms of conversion.
Easy Control:
The returns from these activities is easily monitored and tracked. Additionally, actions could be made to increase the ROI.
Tailor-Made:
Below the Line, strategies for advertising are created according to the requirements of a certain target group and, therefore can be designed to suit different types of customers.
Conclusion
In simple terms, we can conclude that both ATL and BTL: ATL marketing is a broad marketing activity that builds a brand, whereas BTL marketing is a highly targeted direct marketing activity that focuses on personalizing marketing and conversions. Therefore, ATL marketing focuses on the segment that is not differentiated, while BTL marketing is focused on the specific segment.
