Through The Line is no longer unfamiliar in marketing strategy. This is because the term, also known by its acronym TTL, is one of the types of marketing.
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Because of this, many business people utilize it. However, before implementing it, it is necessary to pay attention to the definition, examples, and other interesting information about this type of marketing.
Definition of Through The Line
Essentially, this term refers to the combination of ATL (Above The Line) and BTL (Below The Line) elements. As such, its application can create integrated and holistic marketing campaigns.
In terms of its definition, TTL is essentially promotional activities focused on marketing. This is aimed at increasing brand awareness.
Additionally, its implementation also aims to target potential customers. Then, the Through The Line promotional activities will convert them into measurable sales.
From this definition, we can also understand its advantages. By combining ATL and BTL approaches, the TTL strategy offers two main benefits for its practitioners.
First, this strategy is effective in increasing brand awareness. It can reach a wide audience through mass media and personal approaches.
Second, TTL can also drive traffic and sales, enabling businesses to attract new consumers while retaining existing customers. However, it should be noted that implementing this strategy requires significant investment, both in terms of costs and resources.
Drawbacks of the TTL Strategy
Despite combining the strengths of ATL and BTL strategies, the TTL approach still has several drawbacks. First, the high reach and frequency of marketing make its implementation costs extremely high, requiring a large budget.
Second, this strategy often involves direct competition with established large brands, making it less suitable for small businesses with limited resources. If not designed properly, the combination of messages from various marketing channels has the potential to mislead or confuse the target audience, which could ultimately damage the perception of the brand or product.
Types and Examples of TTL
From the definition, we now move on to the types and examples of TTL. The types are also diverse and equally interesting to explore in more detail.
Retention Marketing
One type is retention marketing. This type of Through The Line is useful for retaining customers by creating consistent experiences.
This is done through loyalty programs. Additionally, it is often demonstrated by offering excellent after-sales service.
Integrated Campaigns
Another type of TTL is integrated campaigns. This integrated marketing strategy utilizes both traditional and digital media.
Thanks to this media combination, this TTL type can deliver messages consistently. This is what makes the message delivery more effective.
SEO Marketing
There is another type of Through The Line that is equally important to know. It is SEO marketing.
SEO marketing can optimize a website. This optimization is useful for improving organic visibility.
Not only that, it can also reach a wide audience. It can even target specific keywords.
When it comes to SEO marketing, it is indeed effective in boosting website rankings. When optimizing SEO, a website can secure a top position on search engines.
This is clearly beneficial for businesses when using it for advertising. Since it appears on the first page, the website is easier for readers to find.
This is even more advantageous because these readers are, of course, potential target audiences. This is what makes sales levels improve day by day.
Digital Marketing
Digital marketing is both a type and an example of Through The Line in marketing strategies. This example helps businesses combine approaches to consumers.
For instance, utilizing social media. Starting from Instagram, Facebook, and many more. With these social media platforms, businesses can promote or introduce new products.
In addition to social media, businesses can also utilize content marketing. This type of marketing can reach a wide audience without overspending the budget.
360° Marketing
This marketing activity applies various types of marketing media. Starting from email, websites, print media, social media, digital media, and so on.
For example, in Through The Line marketing, businesses create advertisements to promote new products on television. At the same time, businesses also offer shopping vouchers as promotions for loyal customers.
TTL Implementation
This discussion also needs to be read until the end. The thing that needs to be discussed is none other than its implementation in marketing strategies.
By knowing how it is implemented, you can understand it better. This discussion also makes it easier for business people to apply it.
Regarding how to implement it, businesses must first identify their target audience. With the right target audience, sales figures can be increased in the future.
After understanding the target audience, businesses only need to combine ATL and BTL. When combining both, a consistent message containing advertising can be embedded.
Utilize the latest developing technologies as well. Only then can optimization be performed. Evaluations can also be conducted to achieve better results in the future.
Regarding the implementation of Through The Line, the previous example can be examined. Another example is advertising through newspapers.
At the same time, shopping vouchers can be added. These vouchers can be intended for customers who have previously purchased the product.
From this implementation, we can see that advertising using the TTL method is indeed beneficial. Moreover, the method for utilizing it is relatively easy.
For anyone interested in Through The Line, you can start utilizing it right away. Make sure to also research strategic OOH locations in each city to support brand visibility. This can only be done with Rebound Ads.
