Marketing through the line" (TTL) is a strategic marketing approach that unites two distinct but complementary realms of marketing: above-the-line (ATL) and below-the-line (BTL). ATL marketing leverages traditional mass media channels like television, radio, print media, and billboards to build broad brand awareness among a diverse audience. On the other hand, BTL marketing employs personalized and highly targeted strategies, such as email marketing, social media campaigns, influencer partnerships, and promotions, to engage with specific customer segments directly.
TTL marketing serves as a bridge between these two approaches, ensuring that they work synergistically. For instance, an ATL TV advertisement may prompt viewers to visit a website or interact with the brand on social media, where they can access customized content or exclusive offers. This integration aims to create a consistent and seamless brand experience for consumers across various touchpoints.
By combining the expansive reach of ATL with the intimate engagement of BTL, TTL marketing strives to maximize the effectiveness of marketing campaigns. It simultaneously reaches a wide audience while nurturing relationships with individual customers. This holistic strategy is particularly valuable in today's complex marketing landscape, where consumers are exposed to a constant stream of messages. TTL marketing helps brands cut through the noise and deliver a more memorable and compelling brand experience, ultimately driving business success.
The Sales Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.