With the world facing such a glaring problem, is BTL marketing a good choice?

As time changes, marketing strategies and trends evolve too. There has been an increased impact on the retail sector due to the Covid 19 pandemic; it has changed buying habits among consumers and has made people rethink before taking any action. It has had such a significant impact that almost all businesses, no matter how big or small, have been affected and some have even had to shut down their operations. 

Marketing is a multifaceted sphere that demands keeping pace with the latest trends and occurrences, to fulfill needed and current objectives. BTL Marketing’ stands for ‘Below The Line Marketing‘. It is the kind of marketing that targets specific groups of people with focus. BTL was already on the verge of declining and disappearing, even before the pandemic set in. In order to lessen the touch points involved in traditional approaches of communication, digitisation has become the need of the hour and BTL has profited from that recently, since it helps brands create digital experiences for their consumers. 

Since BTL offers very limited ways to present a brand to its customers without feeling authentic, brands have started investing in other ways of marketing that may prove to be more effective. 

Although a complete revival of BTL marketing activities can not take place, given the current scenario, it can offer some relief to brands. With the world depending on digital platforms to communicate and connect, platforms like Zoom call, Microsoft teams, Instagram Lives, AR/VR Experiences, and many more can be utilised by brands to connect with their potential audience.

Additionally, as far as campaigns are concerned, client driven advancements should be possible and clients can be impacted by BTL campaigns in a cost-effective manner. The pandemic having affected profits of companies around the world , BTL activities are affordable and are thus well suited for businesses that are of not great magnitude. Furthermore, BTL campaigns are target centric campaigns focussed on target customers who would potentially be interested in the product being promoted. Therefore, the right audience can be targeted through these strategies.