almost 7 years ago
I want to understand about the ATL, TTL and BTL marketing activities and how can I utilize these activities for brand promotion and to reach out to the target customers.
Besides, it would be great if anyone can explain the types of ATL, TTL and BTL activities, and the major differences between the two.
Thanks in Advance!
ATL Marketing: ATL Marketing stands for “Above The Line Marketing”. This kind of marketing that has a very broad reach and is largely untargeted. Think about a national TV campaign, where viewers across the nation see the same advert aired across the various networks.
For example, The Line marketing would be a TV campaign run by a cereal company. The ad would be aired across the nation, with every viewer seeing the exact same message. As mentioned above, this kind of marketing would be used to build general brand and awareness of the business and goodwill.
BTL Marketing: BTL Marketing stands for “Below The Line Marketing”. This kind of marketing is that targets specific groups of people with focus. The same cereal company could also run a direct marketing campaign in a large city. This would be a strategy designed to target a specific group of people and to try and encourage quick purchases, or conversions.
For example, A Google Adwords campaign targeting a certain group or a direct telemarketing campaign targeting specific businesses.
TTL Marketing:TTL Marketing stands for “Through The Line Marketing”.This kind of marketing is really an integrated approach,where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions. It might seem obvious, although not all marketing campaigns are like this - some are ATL only and some are BTL only (it would be much more common to see a BTL-only marketing campaign in practice though).
For example,As you can see a pizza company could launch a nationwide Youtube campaign that would show different video ads to different users according to where the users lived, featuring a promotional code for a discount on purchases made at their local outlet.
These days, companies use an integrated approach involving both ATL and BTL and it is called Through The Line (TTL) approach. This approach allows brands to engage with their customers at multiple points and thus generate a solid perception regarding the company and the product, the main aim of marketing.
ATL - Above The Line marketing technique focuses towards specific audience and specific purposes. This marketing technique target is to cover large number of audiences and is much more effective, when the target group is very large and difficult to define. Used for building goodwill of the company.
Ex.- TV, Radio, Magazine, Press Ad etc.
ATL (Above the Line)
ATL Marketing is the type of marketing activity which is done at macro level. It has a broad reach and helps in building brand awareness. Most common measures used for this marketing are: Television, Radio, Newspapers, Magazines, etc. However, Scaling the marketing activities through ATL is difficult.
BTL (Below the Line)
BTL Marketing is the type of marketing activity which is done at micro level. It is used to target specific group of people. There are different measures used for BTL marketing: direct emailing, telemarketing, Google AdWords, flyer distribution, point of sale.This type of marketing is best for conversation and direct response and give scalable results.
TTL (Through the Line)
Through the Line is the combination of BTL and ATL marketing activities. It can also be defined as a next level approach using a well designed and integrated marketing approach. This is the strategy which allows brands to engage their customers at multiple points and generate a solid perception about the brands and its products. TTL is the most recent approach out of the three and it has become an important marketing activity.
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