Contents
- TTL Approach to Promotion
- Differences Between ATL, BTL, and TTL
- Types of TTL Marketing
- Benefits of TTL Marketing
- Examples of TTL Advertising
TTL Approach to Promotion
TTL (Through The Line) is a modern approach to marketing that combines elements of both mass and targeted promotion. It aims to simultaneously increase audience reach and establish direct contact with the end consumer. This approach allows brands, such as the book service "LitRes," to advertise their services on a global scale, providing subscription accessibility for interested customers anywhere in the world. With a single click, users can subscribe, making the purchasing process as simple and convenient as possible.
Differences Between ATL, BTL, and TTL
The concepts of ATL (Above The Line) and BTL (Below The Line) emerged in the mid-20th century and describe two different approaches to advertising. ATL advertising is associated with broad reach through traditional media — television, radio, and print publications. BTL, on the other hand, includes local events, promotions, and direct interaction with consumers.
The term "line" that separates these two approaches originated at Procter & Gamble, where advertising budgets for mass and local advertising were clearly divided. However, with the development of digital technologies and internet marketing, these two approaches began to merge, creating an integrated TTL approach that combines the benefits of both methods. TTL advertising targets a wide audience while also ensuring targeted interaction with potential buyers.
Types of TTL Marketing
360-Degree Marketing
This strategy involves using various channels simultaneously, including both traditional and digital tools. For example, if a person sees a billboard advertising cereal on their way to work and later receives a push notification from a supermarket app with a discount on that same cereal, it demonstrates the effectiveness of an omnichannel approach.
Digital Marketing
Digital marketing encompasses a variety of formats, including targeted advertising on social media and contextual advertising. It allows brands to engage with a large audience and direct them to specific actions, such as signing up or placing an order. However, different sources may interpret which types of advertising fall under TTL differently.
Benefits of TTL Marketing
TTL marketing offers numerous advantages for brands. It allows for simultaneous increases in brand awareness and conversions, as well as provides the ability to measure the results of advertising campaigns. With digital advertising tools, it is possible to track the number of clicks, views, and cost of user interactions, making the results clearer and more understandable.
Examples of TTL Advertising
Targeted and Contextual Advertising
Targeted advertising allows for reaching a broad audience, which is especially beneficial for companies offering services or products in multiple regions. For example, a company specializing in balcony insulation can provide potential clients with an instant cost estimate for the service.
Media Banners
Banner advertising is placed on third-party resources to increase traffic to the company's website. Such banners can be either static or dynamic, and they not only direct users to the site but also offer various ways to interact, such as providing a phone number.
QR Codes in Print Advertising
QR codes can significantly enhance customer interaction by directing them to social media or messaging apps, allowing for ongoing communication and encouraging further purchases. They can also contain links to order forms, making the process even more convenient.
Video Advertising
Online video advertising allows users to instantly interact with the brand by leaving comments and visiting the website to place orders. Marketers gain access to view statistics, which helps to better assess the effectiveness of advertising campaigns and predict their future results.