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Targeted Digital Marketing and its Scope

Why Companies shifted their Marketing expense from Offline to Online?

Now the shift in marketing spend is from mass media branding efforts to targeted marketing, direct response marketing, including user interactive marketing.

Above-the-line marketing or Mass Media Marketing, that utilizes generic messages to build awareness is no longer the best way to influence the customer. Below-the-line initiatives are more successful because they stress targeted and customer-centric communications.

What are ATL and BTL activities?

Above The Line (ATL) advertising is where mass media is used to promote brands and reach out to the target consumers. These include conventional media as we know it, television and radio advertising, print as well as internet.  This is communication that is targeted to a wider spread of audience and is not specific to individual consumers.

Below the line (BTL)  advertising is more one to one and involves the distribution of pamphlets, handbills, stickers, promotions, brochures placed at a point of sale, on the roads through banners and placards. It could also involve product demos and samplings at busy places like malls and marketplaces or residential complexes.

Above_the_Line_Below the Line

Below-the-line also creates measurable results and ROI metrics, which are important to marketers under growing pressure to prove the value of their campaigns. If we were to check the data of the last 10-15years, the next 5-10 years the whole marketing spend will shift to BTL and Direct Consumer Engagement programs.

Readership habits have changed over the years from Newspapers and magazines to Online. Viewership habits are shifting from TV to Netflix and Youtube.

The shift from ATL to BTL spending is in part the result of changing consumer attitudes; more sophisticated consumers demand relevant messaging that engages them in a dialog, and which allows them to interact with the marketer through their preferred communication channels.

At the same time, technology like Google remarketing and Facebook targeting allows marketers to better target consumers, and to better track results and measure ROI of BTL campaigns, so agency clients and marketers are demanding such accountability.

We can easily define ATL marketing channels as those striving to reach mass audiences with messages that reinforce brands, communicate general product information or inspire an emotional response. This includes Print, TV, Radio, Outdoor – broadcast advertising. BTL marketing is made up of more targeted, direct marketing efforts with convenient response mechanisms and that are easy to measure. Examples include brand activations, road-shows, promotional marketing, digital and social media.

brand-activation example

Brand Activation

Brand Activation is the art of driving consumer action through brand interaction and experiences. The key aim of these campaigns is to get consumers to act and to bring brands to life via experiences and forming long-term emotional connections.

“US stroller company Contours wanted adults to experience their brand new, ultra-comfortable stroller for themselves – so they made a giant adult-sized replica of their latest stroller for parents to “test ride”. The stunt garnered the company coverage in blogs and publications all over the world, with their video of the stunt racking up almost 400,000 YouTube views to date. And needless to say, adults loved having a chauffeur for the day!”

 

In Store Marketing

Marketing activities done at the retail store are called In-store marketing activities. These below the line activities make use of various points of sales to get the most return out of the investments.

Advantages of Targeted marketing

Extremely Targeted

Conversions are better when the communication is done according to the customer wants. Since BTL marketing strategies are extremely targeted, results are better in terms of conversions. Generating traffic is the primary aim of every website, but business owners should be careful and ensure that their digital marketing campaign generates mostly targeted traffic.

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. Hence BTL strategies provide a better ROI in terms of conversion.

Easy Control

The return from these activities can be easily tracked and monitored through different analytics and steps can be taken to improve ROI.

Tailor-Made

Below the line advertising strategies are designed according to the needs of a specific target group and hence can be molded differently for different customer groups.

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