Marketing Approach (ATL, BTL & TTL)

MARKETING

In a Simple terms, “Marketing” is The Art of Connecting or Reaching People with Stuff (Products & Services) They Want.

In Management terms- Marketing is Process of devising strategies for Stuff (Product & Services, followed by Advertising, Promotion, Sales to reach desired target segment.

INCEPTION

Barter Trend

Before current Marketing trend, there was a different trend to exchange the products or services to fulfill people’s needs or want. This trend has been used for centuries long before money was invented.

People exchanged services & goods for other services & goods in return. Example: If you've ever swapped one of your toys with a fried in return for one of their toys, which means you have bartered. It does not involve money, instead you can buy items by exchanging an item you have but no longer buy or need.

A form of barter also known as silent trade or silent barter by which traders who cannot speak each other's language can trade without talking.

As the days have been passed, A New Term for Barter or exchange activity taken place called as ‘MARKETING.’

Marketing Guru,"Philip Kotler is an American marketing author, invented the term' Marketing' in his work. In the late of 1960s & early 1970s companies started realising the long term interests of the society that's how the Societal Marketing Era initiated. It challenges companies to work for the benefits of consumer & society while attaining a profit.

HOW MARKETING EVOLVED

In the pre – world war years, the products was all important. Companies believed that if they had a good product consumers would seek it out & buy it. Then came the great Depression of the 1930s. Companies had huge piles of unsold stock & aggressive selling became the key to survival. During this sales era emphasis was placed on “getting the sale” than on long –run consumer satisfaction. 

But during 1950s as industries developed rapidly and consumers became more aware of their right, the sales era was overtaken by the consumer era. ”The consumer is King” became the catch phrase during this period.

Companies soon realised that competitors too were attempting to satisfy the present needs of consumers. To have an edge over competitors it became essentials to identify new needs and stimulate latent needs of consumers. It was also important to tap new markets for their existing products. Thus began the exciting phase of Marketing Era. 

The key difference between the earlier phases and the marketing era is that marketing begins before a product is manufactured. With the help of various marketing experts & fraternity, the term 'Marketing' evolved in a broader way. 

Our core focus shifted to product, price, promotion, place, packaging, positioning & people.This been use to evaluate & re-evaluate business activities.

Now a days each & every elements of Marketing is utmost important to be competitive in the Market. The main focus area is promotion, a decade ago we were mainly focused on Outbound Marketing activities (advertisements) followed by Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) Marketing.

This kind of bifurcation been used to separate marketing activities, which had mass penetration (ATL), and specification penetration(BTL), due to increased competition & development in technology, emerged Through the Line(TTL) marketing activities, include the use of both ATL & BTL advertising activities.

The above marketing activities can be differentiated on the basis of marketing objectives, target group & budget of the advertiser.

ABOVE THE LINE (ATL)

Above the Line includes mass marketing strategies, largely non- targeted & focused on building brand, non-targeted means, the communication targeted to broad group rather any specific group.

Through ATL mediums the message expose to everyone who has an access mediums like: Television, Radio Print Advertisements(Newspaper & Magazine, the major advantages of such medium are-  wider reach(national/international), better connect with the audience, brand building by the customers.

In brand building the important role of marketers is to reach as many prospective customers as they can and communicate them about the brand & its benefits creatively. ATL is an important marketing tool when it comes to building a brand.

BELOW THE LINE (BTL)

Below the Line includes direct marketing strategies directed to specific target groups and focused on conversions rather building brand. BTL activities are - Outdoor advertising (hoardings, banners, flags etc.)

Direct Marketing (e-mail, text messages etc.), Sponsorship(done in partnership with corporates or events to get more impressions, is part of brand building activities at a BTL level), Brand Activation(BA is an art of driving consumers action through brand interaction & experiences like Big Bazaar done the great exchange offer doing raddiwala concept in various resident societies in Mumbai)the main aim of such campaigns is to bring brands to life via experiences & establish long - term emotional connections.In Store Marketing,such activities done within the store.

Advantages- Target oriented- means the specific target audience & well defined communication as per customers wants, so that better results in terms of conversions. Better ROI- As it’s focused on specific target audience with better reach, tracked & well controlled, hence better ROI & MROI in terms of conversion. Easily Controllable-the return from such activities easily monitored & control.

THROUGH THE LINE (TTL)
Through the Line activities involves combination of ATL & BTL promotional strategies or we can say it's 360 degree approach the aim is to build brand along with conversions.

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