ATL: Above The Line.
BTL: Below The Line.
ATL and BTL basically constitute traditional marketing. Through the abundance of ATL, the indiscriminate bombing reaches the goal of rapidly increasing brand awareness. Through BTL, roadshows, on-site promotions, etc., enable consumers to get in touch with brands.
Therefore, the main function of ATL and BTL is to enable consumers to form brand awareness. Therefore, this level has positioning, integrated communication, USP and other classic marketing theories, so it occupies effective consumption through positioning. The mental space; through the USP to provide a better interest point for the brand to meet consumer demand; through integrated marketing communication to achieve a clear and consistent image of the audience.
Of course, this is also an effective marketing model in the context of traditional media control of the social information environment, because consumers understand the brand in addition to marketing communication information, other channels are relatively small, so communication is marketing, marketing is spreading like this Hutong marketing concept.
Interactive Marketing
The development of the network has brought about a fundamental change in this social information environment. The initiative to obtain network information is returned to consumers. Consumers have the right to choose the information they like, and they have the right to reject information requests that they are not interested in.
Therefore, the ATL consumers who dazzled the big show can turn a blind eye; the BTL consumers who are eager to show off are not strange. Moreover, consumers' understanding of the brand, in addition to the appeal of the brand theme, can also obtain more brand-related information sent by the non-brand itself. So changes in the marketing environment have prompted changes in the marketing model:
Interactive marketing means that every aspect of the audience's contact with the brand has an equal dialogue with consumers, respecting the IQ of consumers, and the essence of marketing shifts from communication to communication.
In this process, some brands have so-called EPR, so-called network big hands and so on in order to continue to fool consumers.
Of course, Interactive Marketing is not a replacement for ATL and BTL, but complements each other. If brand marketing is like a dance, then ATL and BTL are equivalent to posters and invitations; and Interactive Marketing is the stage through which the brand and consumers have an interactive platform that also allows consumers and consumers. There is a platform for communication between them. Therefore, the integration of traditional marketing and interactive marketing constitutes interactive and integrated marketing communication.
CRM
The relationship between the brand and the consumer is a continuous relationship, which means that the dance can become a daily life, and the consumers continue to attend the dance regularly; and “the cost of attracting a new customer is the cost of retaining an old customer. 6 times, so after the customer came to a dance, we hope to keep in touch with him and let them continue to participate in our dance. This is the importance of customer relationship management.
Therefore, interactive integrated marketing communication mainly establishes the value exchange between the audience and the brand before the sale; and CRM is the benign and continuous interaction between the audience and the brand after resale. Let both men and women know through ATL and BTL; let them love and even get married through Interactive Marketing; CRM allows each other to run a marriage. (And his mother verified the words of the old horse: the essence of all relations in the world is the relationship between men and women, haha)
Of course, there are few cases where ATL, BTL, Interactive Marketing, and CRM can be used very well. Of course, it may be that I am ignorant. If you find out, you must tell me, thank you!
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