ATL BTL TTL DEFINITION AND EXAMPLES

 

WHATS IS ATL, BTL, TTL DEFINITION DIGITAL MARKETING AND EXAMPLES

In the marketing world, a common question arises: What differentiates ‘Above the Line’ (ATL), ‘Below the Line’ (BTL), and ‘Through the Line’ (TTL) marketing? Each of these strategies serves distinct purposes, and understanding their differences can help businesses effectively reach their target audience and maximize their return on investment (ROI).

ATL Marketing Definition

‘ATL Marketing’ stands for ‘Above The Line Marketing‘. This kind of marketing is the kind of marketing that has a very broad reach and is largely untargeted. Think about a national TV campaign, where viewers across the nation see the same advert aired across the various networks.

This kind of marketing is mostly used for building brand awareness and goodwill.

BTL Marketing Definition

‘BTL Marketing’ stands for ‘Below The Line Marketing‘. This kind of marketing is the kind of marketing that targets specific groups of people with focus. For example, a leaflet drop in a specific area, a Google Adwords campaign targeting a certain group or a direct telemarketing campaign targeting specific businesses.

This kind of marketing is best for conversions and direct response.

TTL Marketing Definition

‘TTL Marketing’ stands for ‘Through The Line Marketing‘. This kind of marketing is really an integrated approach, where a company would use both BTL and ATL marketing methods to reach their customer base and generate conversions. It might seem obvious, although not all marketing campaigns are like this – some are ATL only and some are BTL only (it would be much more common to see a BTL-only marketing campaign in practice though).

This kind of marketing delivers both a wide reach and a focus on conversions.

An Example Of Above The Line Marketing Activity

An example of Above The Line marketing would be a television campaign run by a cereal company. The ad would be aired across the nation, with every viewer seeing the exact same message. As mentioned above, this kind of marketing would be used to build general brand and awareness of the business and/or it’s products over the long term as well as goodwill.

(There would be no offers or incentives involved here).

An Example Of Below The Line Marketing Activity

The same cereal company could also run a direct marketing campaign in a large city, targeting commuters on the way to work. They might offer free cereal samples along with vouchers that could be used in a local store. This would be a strategy designed to target a specific group of people and to try and encourage quick purchases, or conversions.

A similar example of this that you might have seen before is the Red Bull Mini (shown below).

An Example Of A Through The Line Marketing Activity

In this example, a pizza company could launch a nationwide Youtube campaign that would show different video ads to different users according to where the users lived, featuring a promotional code for a discount on purchases made at their local outlet.

As you can see, this is a combination of both of the other forms – ATL in terms of it’s wide reach, BTL in terms of its targeted nature and conversion focus.

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