Technology is continuing to grow exponentially, and the world is more connected than ever. Thus, it is natural that the norms of advertising are shifting from wide and traditional methods to targeted and unconventional means. In the online world the rules are flexible and as long as you can make the engagement entertaining. You will never find yourself short of attention and engagement.
Therefore, it is not only natural but also obvious that BTL advertising is merged with the more conventional means of marketing to better positing the brand into the market. However, the tilt toward the BTL strategies will get exceptionally stronger given the following advantages.
DIVERSITY IN CREATIVITY
One of the best advantages that BTL offers is the high customization approach. Anything that isn’t working out as should, can be modified and pivoted to be based on research and customer feedback.
As there are no norms or hard-fast rules online. The brand can spice up any trend or start a trend to gain traction. There are no absolute right answers thus prompting experimentation and creativity. From collaborating with online creators to running social media events.
EXPONENTIAL GROWTH AND CREDIBILITY
BTL advertising is a non-linear approach to marketing. As it is more spread out like a web and not like a sales funnel it is easier to make the customer-brand interaction more organic. Evolving the brand from being a convenience to being a part of the customer’s life.
Now the customer doesn’t have to give up their life as a couch potato to start their brand experience. And thus, every extension of the brand is an opportunity for positive interaction and every positive interaction grows the brand a little more.
PERSONALIZED IMPACT
In conventional ways of marketing. There is always an inherent distance between the customer and the advertisement. It is essentially for anyone and is neutral. However, with BTL as the brand presence expands. Each interaction between the brand and the customer becomes a node of impact through which the brand can improve its customer’s life. Now given the proper research and feedback, every time the customer engages with the brand it is unique to the customer’s behaviour patterns.
MERGING THE OLD AND THE NEW
The world is stepping into the new digital age. However, the offline methods are not going to just become obsolete. Thus, a more hybrid form of marketing, that is TTL marketing. Combining the ATL marketing techniques with BTL strategies.
A fusion of new age and familiar, and with the heavy research and targeted approach. You can be sure that the brand message not only reaches the right audience but also that it works in conjunction with the word-of-mouth philosophy. Making the node of customer-brand interaction serve not just as a magnet but also as a transmitter for the brand.
The growth of the world, both online and offline is happening too fast for anyone to rightly keep track of. In this case, the best approach to brand development is to start in the first place with a mindset of growth and making sure that you have grounds for a pivot to incorporate new developments. All of which is best served by the BTL marketing strategies.
