In today’s world of ever-evolving marketing strategies, Above The Line (ATL) and Below The Line (BTL) marketing dominate the field. Both terms portray distinct approaches to reaching and engaging audiences, applying individual methods. While each category has unique strengths and weaknesses, understanding both allows businesses to create effective campaigns.
ATL Marketing
ATL or Above The Line marketing is the type of marketing strategy or method that is basically used to frame brand awareness and establish engagement. Brands use this method to target a large group of audience through various mass media channels like television, newspaper, radio, and billboard, so it’s a traditional method. These marketing methods are widespread and designed to reach as many audiences as possible. It also consists of advertising to a large group of non-targeted audiences. The most common ATL channels are T.V and radio commercials, news and magazine ads, billboards, and door-to-door advertising as well. These mediums generate a high rate of reach by helping brands communicate with their audiences through ads.
Advantages of ATL Marketing
- ALT marketing can generate a significantly large amount of exposure for business. The purpose of ATL marketing is not to fully focus on conversion rate but to increase brand visibility by making the audiences aware of the brand in general. Mediums like television and radio through their audio-visuals create a better connection with audiences.
- ATL marketing can be expensive as it works on a large scale but these are one-time expenses as one campaign holds the potential of reaching a larger group of audiences. ATL works best in B2C marketing.
Example of ATL Marketing
- Television: Because of its informative and entertainment approach television ads are one of the most popular forms of advertisement.
- Print Media: Newspapers and magazines as a form of print media are decade-old methods and they have their hands on local, regional, and national level which reaches wider than other mediums. Advertisers use fixed ad spots in newspapers and magazines to inform potential customers about the brand’s latest offering.
- Radio: Only radio as a medium has the capability to fulfill the frequent and creative needs of any ad and radio advertisement of the oldest and most effective way of advertising.
- Outdoor: When audiences are exposed to advertising in a public space and when it’s on a constant display it’s called outdoor advertising. Billboard, banner, and wraps are a type of outdoor advertising ads.
BTL Marketing
Below The Line or BTL marketing is quite the opposite of ATL. BTL is an unconventional type of marketing strategy that is used for targeting individuals or potential customers with personalized communication. Because BTL marketing strategies are designed to reach out to specific audiences, its activities include direct mails, emails, flyers, promotional events, etc it encourages them to take specific actions regarding making a purchase or engaging with the brand. As this type of marketing works in personalized advertisement, it helps brands to create a bond with customers and for customers, it becomes a memorable experience. Its main focus is B2B marketing but some B2C brands also opt for it.
Advantages of BTL Marketing
- BTL marketing offers several advantages and of them being a better focus on ROI as it targets specific groups. As it solely focuses on what the consumer wants, its conversion rate and quantifying success rate are high.
- As it’s designed to cater to a specific target, BTL marketing strategies are one of the cost-effective ways for brands. These marketing campaigns can be easily tracked and measured which allows advertisers and marketers to evaluate the strategy and make alterations.
Example of ATL Marketing
- Direct Mail: It involves printing materials in large quantities and in bulk which then directly gets mailed to potential customers. This type of marketing is an excellent way for businesses to send promotional material directly to consumers. This also can be in digital forms like emails, SMS, etc.
- Sponsorship: These types of marketing methods are the most unconventional and non-media communication ways. Sponsorship helps brands to ensure that their ads are reaching out to their targeted audiences. It also helps to create an impression and gain publicity.
In-Store: In-store marketing is mainly activities that are done within a retail store or a company’s branch. This strategy is an effective way to get the most ROI with the use of various point-of-sales.
