What is the difference between ATL, BTL, & TTL advertising?
Getting confused what are these ATL, BTL & TTL marketing terms being used by people these days for doing marketing? Let’s take a closer look at these together.
What is ATL Marketing?
The strategy that is most frequently utilised to create goodwill and increase brand awareness is Above the Line marketing. They are vast campaigns that are generally untargeted and carried out on a broad scale. An effective illustration of an ATL marketing strategy is a national or even international TV ad campaign in which the same commercial is aired to viewers from all demographics. The goal of the advertisement is to expand a brand's horizons, reach more people, and identify themselves more clearly and with a clear image rather than directing it at specific individuals who have previously been recognised as possible buyers. Print media and radio broadcasts are additional examples, both of which have a wide geographic reach.
The main purpose of ATL marketing is the goal is to improve visibility and brand recognition rather than to determine an exact conversion rate among customers.
What is BTL Marketing?
BTL or Below the Line marketing is specifically directed at target audiences who have been identified as potential clients. Outdoor advertising, such as fliers and billboards, direct marketing, which makes use of email and social media, and event sponsorship are all common BTL techniques. The latter is particularly becoming more and more popular because offering your potential customers a memorable experience makes your brand more remembered and endearing to individuals.
It is particularly focused on directing specific advertisements toward particular demographics, making sure that the placement and content correspond as closely as possible to the intentions of these potential clients. BTL varies from other marketing strategies in that it places a lot more emphasis on ROI, converting users, and measuring success. BTL is intended to ensure direct customers for the product or brand, rather than merely increasing brand awareness, by putting the user and their needs front and centre. With the advantage of having highly trackable results, this type of marketing is typically simple to quantify.
What is TTL Marketing?
TTL or Through the line marketing, this strategy combines the ATL and BTL marketing techniques we have already seen to try to increase brand awareness as well as target particular potential customers and turn them into quantifiable and measurable sales. One illustration of this is 360-degree marketing, which entails supplementing a nationwide TV campaign with focused flyers and newspaper ads. Another is to employ digital marketing, which, for example, combines online banner ads with blog postings and social network updates.
The obvious advantage of a TTL strategy is that you are attacking on two fronts at once, attempting to raise public recognition as well as traffic and revenue. As compared to ATL & BTL, TTL marketing is more expensive. Hence, it is usually utilised by established firms with good funding’s.
Substance Communication is the best ATL, BTL, & TTL advertising agency in Delhi and is known for it’s innovative campaigns and brand strategies to take the brand to the next level.