Strategic Marketing: The Importance of Integrated Planning: Many think that Facebook Ads and Google AdWords are the panaceas and that strategic marketing starts and ends in a sales funnel, but it is not.
In recent years, concepts have passed that have contributed
to distorting reality and have led some professionals and individual
entrepreneurs to think that everything could solve with a well-designed funnel
and a (paltry) investment in direct advertising on Facebook or AdWords.
could be more wrong!
In traditional marketing, two fundamental concepts have
developed related to the communication channels that activate with the customer
and how they are exploited by companies to achieve their goals: this is the
concept of Above the line (ABL) and below the line (BTL). To these must be
added a more modern idea, which lies precisely in the middle between the two,
that of through the line (TTL).
difference between Above The Line and Below The Line
With the expression Above The Line (above the line) we mean
a whole series of communication activities that aim to increase the notoriety
and the consideration of the brand or product (brand awareness) having as
objective the broadest possible audience.
A typical example of ATL is television advertising. However,
this classification includes all those activities that allow a wide diffusion
of the message and the possibility of reaching a defined but quite a
heterogeneous market segment.
The activities that
can be considered Above The Line are:
Television advertising; internet advertising
(social media and display circuits);
Print advertising (traditional or digital);
Static and dynamic outdoor advertising;
Sponsorship of national and international
PR (conventional or digital).
The main objectives
of a strategy that adopts ATL tools could be:
Reach a new market;
Build or strengthen your brand;
Inform the public;
Attracting potential customers.
The Below The Line marketing, on the other hand, brings
together activities that have nothing to do with brand awareness, but rather
with the sale of goods and services and therefore with what is called an
the main tools of Below The Line marketing?
Among the BTL tools, we can include all those that allow you
to communicate with an audience that has somehow shown interest in your brand,
a specific product or that of a competitor within the same sector of your
company. So, we have:
Direct marketing (SMS, newsletter, chatbot,
PPC advertising on search circuits;
Digital Marketing automation;
In-store marketing and visual merchandising.
Therefore, among the
objectives of a BTL strategy we can include:
The sale of products or services;
The acquisition of new customers;
The stimulus of word of mouth;
Acquiring new affiliate;
The consolidation of its position in the market;
The loyalty of the acquired customers.
BTL activities have higher conversion rates than the more
easily measurable ATL and ROI. However, we must take into consideration the
fact that the Above The Line activities, although slower to bring quantifiable
results in terms of profitability, contribute more to creating a link between
the customer and the brand and therefore are more stimulating for Retention.
strategic frontier: Marketing Through The Line
Keeping the two strategic areas separate (the one above and
the one below the line) can be counterproductive in terms of overall business
performance. For this reason, it is advisable to use integrated strategies that
take into account a combination of the two areas, to obtain the best possible
It is a matter of wisely balancing activities related to the
consolidation of brand identity and events connected to the implementation of
Within the definition of Digital Marketing strategies, it is
quite simple to plan activities that can easily cross the line and allow more
excellent performance than using only traditional channels. The journey of the
consumer (the customer journey) is carefully analyzed, and all the activities
are inserted there where needed, based on the step in which the customer is
(awareness, consideration, convention, retention or advocacy). However, the
marketing objectives cannot be exclusively linked to conversions, just as they
cannot relate only to the growth and positioning of the brand.
Today marketing funnels have become paths aimed only at
direct sales, and BTL strategies have become hypertrophic, cannibalizing every
other activity in the name of conversion at any cost.
But marketing is the construction of value for the consumer,
not just for the company.
The advantages linked to TTL planning connected to the very nature of digital media that allow a more refined analysis of the results and a better review of the strategies themselves. The latter is a fundamental step to be able to optimize performance and avoid dispersion of the budget in low-impact activities with results that are not adequate to expectations. Author Bio: Claudia graduated from the college of Melbourne, and after that, she started working with a company called Reinstated Pros who do a consultation on how to reinstate amazon account. In the meantime, she manages her blog because Claudia loves to travel around the world.