Users get highly personalized communication based on their needs/wants/choices. This type of advertising is cookie based. It is possible to carry out a digital marketing strategy which offers above the line marketing benefits while acting as a below the line communication to the customer. Marketing strategies can be planned and carried out with an integrated approach of using both ATL & BTL advertising mediums to get the maximum advantage. Most of the marketing campaigns today are TTL campaigns. Examples of Through the Line Promotion 360° Marketing Sometimes above the line strategies are used to execute their direct marketing strategies. This too comes under TTL marketing. It refers to 360-degree advertising where campaigns are developed with the vision of brand building as well as conversions. Through the marketing involves marketers to create marketing campaigns which include both ATL & BTL strategies. The recent consumer trend in the market requires the integration of both ATL & BTL strategies for better results.
Through the Line marketing or TTL advertising involves the use of both ATL & BTL marketing strategies. Tailor-Made: Below the line advertising strategies are designed according to the needs of a specific target group and hence can be moulded differently for different customer groups.Easy Control: The return from these activities can be easily tracked and monitored and steps can be taken to improve ROI.Hence BTL strategies provide a better ROI and MROI in terms of conversion. Better ROI: Below the line promotional efforts are focused on the specific target group, have a better reach, can be easily executed, tracked, and controlled.Since BTL marketing strategies are extremely targeted, results are better in terms of conversions. Extremely Targeted: Conversions are better when the communication is done according to the customer wants.These below the line activities make use of various point of sales to get the most return out of the investments. Marketing activities done within the retail store are called In-store marketing activities.
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