a shift from atl to btl
A SHIFT FROM ATL TO BTL
In a rapidly changing market with increase in availability of information and consumer demand getting heightened, survival based on only traditional form of advertising has perhaps become difficult for organizations. The increasing variations in customer demand as well as increase in number of players in the market make it important for the organizations to shift their focus from providing a standardize products to all segment towards customization according to target market. For this the organizations need to shift from “above-the-line” focus on reaching a broad population to a “below the- line” approach that emphasize on targeted customer-centric communications.
The three qualities which define this “line” can be reflected through perception, interaction and measurability.
• Perception – The degree to which a consumer feels that he or she is involved as an active participant in a marketing discourse, rather than a target of an violent direct sales or branding effort.
• Interaction – The extent to which consumers are allowed to respond to marketing communications.
•Measurability – The extent to which a marketer can track the results of an individual response and initiative towards the campaign.
‘Above the line’ form of advertising basically facilitates communication to mass market. ATL form of advertising helps in forming brand identity. However there is no guarantee whether ATL drives customer response or not. Also measuring the efficiency of ATL form of advertising is quiet difficult. Hence In this era of rapid change where companies focus more on short term results, more and more organizations are shifting towards ‘Below-the-line’ form of advertising which targets to a particular segment or may be to an individual customer. The main advantage with BTL for of advertising is that it helps in creating one to one relation with the customer and also drives individual response.
Some of the major trends impacting the shift
In a rapidly changing market with increase in availability of information and consumer demand getting heightened, survival based on only traditional form of advertising has perhaps become difficult for organizations. The increasing variations in customer demand as well as increase in number of players in the market make it important for the organizations to shift their focus from providing a standardize products to all segment towards customization according to target market. For this the organizations need to shift from “above-the-line” focus on reaching a broad population to a “below the- line” approach that emphasize on targeted customer-centric communications.
The three qualities which define this “line” can be reflected through perception, interaction and measurability.
• Perception – The degree to which a consumer feels that he or she is involved as an active participant in a marketing discourse, rather than a target of an violent direct sales or branding effort.
• Interaction – The extent to which consumers are allowed to respond to marketing communications.
•Measurability – The extent to which a marketer can track the results of an individual response and initiative towards the campaign.
‘Above the line’ form of advertising basically facilitates communication to mass market. ATL form of advertising helps in forming brand identity. However there is no guarantee whether ATL drives customer response or not. Also measuring the efficiency of ATL form of advertising is quiet difficult. Hence In this era of rapid change where companies focus more on short term results, more and more organizations are shifting towards ‘Below-the-line’ form of advertising which targets to a particular segment or may be to an individual customer. The main advantage with BTL for of advertising is that it helps in creating one to one relation with the customer and also drives individual response.
Some of the major trends impacting the shift