BTL: Below The Line Advertising in Digital Marketing

What does Below The Line (BTL) mean?

Below The Line (BTL) is a marketing technique that uses non-mass forms of communication aimed at specific segments to promote products or services through actions characterized by high doses of creativity, surprise and a sense of timing. This creates novel channels for communicating advertising and internal corporate messages.

It uses media such as merchandising, events, non-conventional broadcast media, promotions and direct marketing, among others.

They are generally complementary to ATL campaigns. If BTL means "below the line," ATL means "above the line": all the mass media, where the message is delivered and everyone is reached by it, even those who are not part of the target.

Is BTL a recent phenomenon?

An important reason for the growth of this marketing strategy is that ATL media are now oversaturated with messages, which often keeps them from connecting with consumers, since consumers only receive the message if they see or hear it.

BTL strategies, because of their more direct presence, allow a closer relationship with the consumer. One of their advantages is that they are usually inexpensive to implement, which makes it possible to tailor the message to the target and the context in which it will live alongside the consumer.

Is Destaca Marketing a BTL medium?

Yes, because it is the only company in its search positioning field that has found the precise formula to reach not only its own target but also its clients' target group, with good results.

What makes Destaca Marketing a BTL medium is search positioning: through the internet we reach our clients' targets and, although our medium is mass and has wide geographic coverage, we can still segment it by styles, interests and tastes, among other things. Destaca Marketing was a pioneer in bringing this style of online marketing to Chile, while abroad it is widely used by companies of all kinds.

Advantages of this advertising technique

Among the main benefits of this marketing strategy is that it achieves a greater impact on the target audience of a company or brand, which improves its presence in the market.

In addition, because the campaigns are more personalized and connect with emotions, there is greater customer loyalty.

This type of advertising is also usually more cost-effective, because campaigns are more flexible and can therefore be adapted to the budget the company or brand sets. If you would like to explore digital BTL actions for your business, let's talk.