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What is ATL marketing?
ATL is the methodology most used to build brand awareness and establish goodwill. They are widespread campaigns, largely untargeted . A good example of an ATL Marketing is a national or a global TV ad. The same advert is shown across the country to people of all demographics. ATL is a good way to promote your brand, but it is difficult to measure the impact and return on investment. This is why it is more untargeted; the purpose is not to see a precise conversion rate but to make customers generally aware of your brand or product, and increase your visibility.
What is BTL marketing?
BTL is used in the opposite way to ATL. Below the Line is aimed specifically at targeted audiences that have been identified as potential customers. Some of the most common BTL strategies are outdoor advertising, such as billboards, flyers and direct marketing. Utilising email, social media, and sponsorship of events are part of this too. BTL is focused on targeting specific ads to certain people. It also ensures the content and location line up as clearly as possible with the intent of these potential customers. BTL also differs in that it is much more focused on return on investment, gaining user conversions and quantifying success.
What is TTL marketing?
Through the Line Marketing is the method that combines ATL & BTL marketing to raise brand awareness and target specific potential customers and convert these into measurable and quantifiable sales.
One example of this is 360 degree marketing, where you not only have a national TV campaign but supplement this with targeted flyers and newspaper ads. Another is to use Digital Marketing, combining online banner ads with social media posts and blogs, for instance.
The clear benefit of a TTL strategy is that you brand will be attacking on two fronts, simultaneously improving general awareness and also aiming to increase traffic and sales. However, TTL is more expensive to use than either ATL or BTL alone. For this reason, it is normally utilised only by larger and more established companies with the money to back such a large approach.
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