Marketing leverage is a way to control and generate large profits from low-cost or no-cost marketing methods. Leveraging a product marketing strategy, businesses can create targeted marketing and sales. This helps the businesses efficiently market their product and service offerings.
Marketing activities today can be divided into three segments – Above the Line (ATL), Below the Line (BTL), & Through the Line (TTL) marketing. The line was originally used to separate marketing activities that had mass reach (above the line) to those which had specific reach (below the line). We the increasing competition and development in technology, businesses use both ATL & BTL advertising activities.
Let’s talk in a more detailed manner about these types activities:-
Above the line (ATL) – Above the line marketing is generally untargeted and is having a wider approach to raise brand awareness and reach more number of people at the same time. This approach is used for building brand awareness and to maintain the goodwill of the company. The best examples of ATL activities are television, radio broadcast, and print media.
Below the line (BTL) – Below the line marketing is generally for the targeted audience. BTL is very focused on targeting specific ads to certain people. The content and location line up as clearly as possible with the intent of these potential customers. The best examples of BTL activities are billboards, flyers, and outdoor activities.
Through the line (TTL) – This approach includes both ATL and BTL activities. This approach is used for both to raise brand awareness and target specific potential customers at the same time. It is more of an expensive approach compare to ATL and BTL. Through the line approach includes TV advertisement, as well as outdoor activities. This approach also includes digital marketing too.
These types of marketing have their own pros and cons and are suited to different companies at different times. A marketing leveraging strategy can be extremely successful and profitable if it is correctly implemented.