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BTL Marketing: The Digital Ad Assistant

BTL Marketing is paradoxical to the ATL activities in traditional means. The takeover by BTL started with the advent of social platforms as the tool to reach the targeted audience and search for new markets. Who visioned that the advertising would be so handy?

The insight view towards the behavior (search) of the consumer enables BTL marketers to place advertisements accordingly. The device mapping which is laced with demographic, geographic research leads to understanding what’s ‘creating a buzz in the market and what consumers are ‘searching about’. Keeping the insights in mind, a proper BTL marketing strategy is made and placed for brand positioning.

But first of all, we need to know how BTL marketing works:

The BTL marketing is a strategy used to promote products/services in a more personalized way/manner than those in ATL marketing. Activities such as direct mail campaigns, trade shows, catalogs, telemarketing, free sampling, exhibitions, and targeted SEM (Search Engine Marketing), etc. are used to connect brands to their audience on a personal level. In a better way, we can term it is as Digital Brand Activation where social media platforms act as the promoters and the audience is directed to the dedicated website. With half of the world’s population i.e 3.78 billion is on social media, if marketed properly, we can extend and grow our reach to whooping numbers. By searching new markets BTL marketing gives greater visibility and exposure to the brands.

Till this point, we have discussed the ‘modus Operandi's of BTL marketing, let’s discuss the ‘why’ factor to choose BTL services via BTL agency.

  1. Acts as a catalyst between a brand and its consumers
  2. Creates awareness about the brand
  3. Help brands’ to reach their target audience
  4. Activates the ‘stand-out’ factor for brands
  5. Helps in building brands’ visibility
  6. Creates impact like the Big-Bang
  7. Enhance the virtual feel of the products

To summarize the ‘why’ factor of preferencing BTL in your marketing strategy, we have to figure out it’s important at this ‘hour’. Also, by pursuing the actions of the software giant, which is moving its all physical stores on the digital platform, we can just imagine how important the role will be of these BTL marketing strategies. With the emerge of new “G’s” technologies of bandwidths, people will be able to perceive the products more personally like ‘we see in the films, the holograms are used’ - In the same way.

Different sectors are making the shift from ATL to BTL!!

ATL being expensive, many major industrial players are making a swift shift towards BTL marketing, and yes! They are investing a lot in it. The major sectors included are:

●       FMCG Sector

●       Consumer Electronics Companies

●       Telecom sector

●       Finance sector

●       Auto sector

●       Education sector

●       Health sector

BTL as the digital ad assistant is covering all tier I, tier II, tier III, and tier IV cities. Especially with the rural Indian markets, the technology issues hinder companies to invest in BTL in these areas. Though the majority have access, many don’t.

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