Marketing today works on many different levels. Some companies still use traditional marketing methods to promote themselves. Others have embraced technology for digital marketing. No matter what kind of advertising you use, you need to know the three categories of advertising: Above-the-Line (ATL), Below-the-Line (BTL) and Through-the-Line (TTL).
The line in marketing is used to distinguish between different marketing operations. The marketing operations with a wider reach are described as above the line. Those that target a smaller audience are called below the line.
As a business owner, the way you market your product or service is vital to how many sales you will make. Knowing where your marketing line helps you create a strong marketing strategy which will boost your sales and brand awareness.
In this article, we will explore the different types of marketing operations within the line and how you can utilise them.
Above-the-Line Marketing
Above-the-Line (ATL) marketing is a marketing method which is for large groups. The marketing is typically untargeted and is done to establish a brand. ATL marketing is done on marketing channels which are accessible to large groups. Also, ATL marketing conversion rates are given much less weight than others.
Some examples of ATL marketing include:
Television (TV): TV commercials are designed to reach any audience whether local, national or international.
Radio: Much like TV, radio has the ability to reach a large audience in any location. Radio is the preferred marketing channel for those who want to make all advertising creative requirements.
Printed Media: Print media is probably the best of all the ATL marketing channels. Print media refers to channels such as newspapers and magazines. Most advertisers use printed media to notify existing customers and potential customers.
Outdoor Advertising: Outdoor advertising refers to things such as billboards. This marketing channel is always present and has the ability to reach customers in an impactful way.
How ATL Marketing Works
ATL marketing works in many different ways, including:
- Provides your business with a national, local and international reach.
- Creates a stronger connection with the audience through audio-visual content (TV ads).
- Provides your business with a vital tool for brand building.
Below-the-Line (BTL) Marketing
Below-the-Line marketing is typically known as direct marketing. This type of marketing strategy is more about conversion rates rather than building a brand. The marketing efforts carried out in
BTL marketing are customised, memorable and directed at a certain audience.
Some examples of BTL marketing include:
Direct Messages: Direct messages are typically made with the needs of each customer in mind. This is also seen in email marketing.
Sponsorship Marketing: Sponsorships can be used for marketing in a non-media communication way. The sponsorship will target a certain group of people using unconventional advertising methods.
Activation Campaign: Activation campaigns are used to create engagement with your audience. Most brands create activation campaigns which integrate their creative ideas into audience engagement.
Internal Activities: These are marketing efforts which happen within a store or branch.
How BTL Marketing Works
BTL marketing works on many levels including:
- There are better conversion rates.
- BTL marketing efforts typically provide a higher return on interest and are easily implemented.
- Results from BTL marketing efforts can be tracked, controlled and improved easily to reflect a better return on interest.
Through-the-Line (TTL) Marketing
Through-the-Line marketing is a combination of both ATL and BTL marketing strategy. TTL marketing strategies represent a complete (360-degree) method of advertising. This method is used by brands that want to enhance their brand-building process and increase conversion rates.
Some examples of TTL marketing include:
Digital Marketing: Digital marketing utilises both ATL and BTL marketing efforts. Typically, digital marketing becomes cookie-based in order to achieve a high conversion rate and return on interest.
Complete Marketing: Complete marketing is also known as 360 marketing. This type of TTL marketing utilises targeted messages sent to customers at different contact points. Complete marketing is intended to apply your brand strategy.
How TTL Marketing Works
TTL marketing functions on many levels including:
- TTL marketing enables an integrated communication strategy which influences customers spending with consistent messages across multiple channels.
- Through TTL marketing you can develop personalised communication channels which are customised to fit each targeted individual.
- TTL marketing generates a better return on interest than the others.
These are the three most important marketing categories you will need to know. Once you know which line marketing strategy you want, you can begin planning your marketing strategy and start building your brand awareness.
To find out more information about marketing strategies for small businesses, read our article. To get proper mentorship in your business journey, visit SME Advice to speak to one of our experts.
