Marketing spend has been shifting to Below-the-line!

Marketing spend has been shifting to Below-the-line!

The shift in marketing spend from mass media branding efforts to targeted, direct response marketing, including interactive marketing, is happening in front of us.

Simply said, above-the-line marketing that utilizes generic messages to build awareness is no longer the best way to influence customer behavior. Below-the-line initiatives are more successful because they stress targeted and customer-centric communications. Below-the-line also creates measurable results and ROI metrics, which are important to marketers under growing pressure to prove the value of their campaigns. If we were to check the data of the last 10-15years, the next 5-10 years the whole marketing spend will shift to BTL and Direct Consumer Engagement programs. Readership habits have changed over the years from newspapers and magazines to Online. Viewership habits are shifting from TV to Netflix and Youtube.

The shift from ATL to BTL spending is in part the result of changing consumer attitudes; more sophisticated consumers demand relevant messaging that engages them in a dialog, and which allows them to interact with the marketer through their preferred communication channels. At the same time, technology allows marketers to better target consumers, and to better track results and measure ROI of BTL campaigns (and I include Digital also in BTL as it’s targeted), so agency clients and marketers are demanding such accountability.

We can easily define ATL marketing channels as those striving to reach mass audiences with messages that reinforce brands, communicate general product information or inspire an emotional response. This includes Print, TV, Radio, Outdoor – broadcast advertising. BTL marketing is made up of targeted, direct marketing efforts with convenient response mechanisms and that are easy to measure. Examples include brand activations, roadshows, promotional marketing, digital and social media.

Brand Activation

Brand Activation is the art of driving consumer action through brand interaction and experiences. The key aim of these campaigns is to get consumers to act and to bring brands to life via experiences and forming long-term emotional connections.

In Store Marketing

Marketing activities done within the retail store are called In-store marketing activities. These below-the-line activities make use of various points of sales to get the most return out of the investments.

Advantages of Below the line marketing

Extremely Targeted

Conversions are better when the communication is done according to the customer’s wants. Since BTL marketing strategies are extremely targeted, results are better in terms of conversions.

Better ROI

Below the line, promotional efforts are focused on specific target groups, have a better reach, can be easily executed, tracked, and controlled. Hence BTL strategies provide a better ROI in terms of conversion.

Easy Control

The return from these activities can be easily tracked and monitored and steps can be taken to improve ROI.


Below the line advertising strategies are designed according to the needs of a specific target group and hence can be molded differently for different customer groups.

Emerging Event Trends In 2021

Emerging Event Trends In 2021

  1. Hybrid Events

The way to go!

Representing the best of both physical and virtual worlds. Offer participants the opportunity to participate in the event either on-site or remotely. The benefits of a hybrid event are numerous:

  • A higher participation rate
  • Better engagement rates
  • Even more interactive
  • Great participant experience
  • Global connectivity
  • Inviting speakers from around the world
  • Avoid travel costs and so much more!

2. Gamification

Gamification continues to be the most enjoyable way to drive action and boost interest among attendees. Brands can drive business objectives by leveraging gaming mechanics and including various gratification, rewards, and competition. Leaderboards and awards have proven particularly effective, as attendees compete against one another.

3. Omnichannel Event Approach

With the need to amplify customer experience and the increased preference for different modes of interactions, an omnichannel approach to events has become a mandate.

Influencer marketing and social media have been an integral part of events and became the norm to drive traffic to the event, the omnichannel approach not only allows attendees to learn more about your brand but helps them access a variety of content which amplifies the engagement levels and extends it beyond the life cycle of the actual event – truly making it a holistic approach.

  • Chatbots, Instant messaging
  • Live streaming
  • One to one interaction through video conferencing
  • Recorded content
  • Networking
  • Virtual Event Booths

    An omnichannel approach is a win win for any of your KPIs or event objectives – from collecting leads, to raising awareness, boosting sales or encouraging customer loyalty.

    4. Personalized Events
    Brands have switched to smaller, more intimate experiential programs that have proven to leave a bigger impact on individuals.

A few ways to create a larger impact on your consumer include:

  • Developing Personalized content for event attendees
  • Unique Food Experiences
  • Creating elements of surprise and delight
  • Co-creation activities
  • Pre and Post Event Email Marketing

Personalization can take your event to the next level. With the use of the right technology and data collection tools, personalization allows you to keep in touch with your event attendees more than ever before and understand their feedback helping you improvise and better your next event.

Digital Content Marketing- Your Guide to Success

Digital Content Marketing- Your Guide to Success

A common question asked by today’s marketer is, ‘Is it important for me to have a content marketing strategy for my business?’ More often than not, the answer is, ‘YES, definitely!’. In today’s blog post below, we will explore more on the what, the why & the how: ‘What is a content marketing strategy’, ‘Why it’s important’ and ‘How you can go about implementing an effective strategy’.