In my view, digital marketing is not a new concept but an extended and evolved part of BTL. Marketing has always been a part of daily life for centuries, and BTL has been an integral part of marketing.
Let’s analysis the similarity of both and find out the reasons behind this.
Here I am going to share some age-old BTL tricks, then you will realize the similarities of old BTL techniques and new Digital concepts.
- Complete flexibility – BTL and Digital both are very flexible and customized in nature. You can add new features whenever u want to add some more value. Offers can be created and promoted in a door to door activity or in a Facebook post.
- Audience Selection: – in a typical BTL campaign, we identify the target customer and then design the program, similarly in digital too, such as facebook paid campaign or google ad, we select the target customer’s – demographics, age, preference and run the campaign.
- ROI calculation: – Marketing is pure math. In BTL, we can find out the ROI, although ROI calculations are quite different from each other, and it depends on industry type. In digital marketing, too ROI can be measurable, and the impact can be analyzed.
- Personalization and customization: – BTL is more personal, and Both BTL and Digital can be designed as per customer types, personalized and customized. Due to this feature, digital marketing falls under the category of BTL.
- IN BTL marketing – signage, inserts, leaflets, posters and other POS materials help customers to make a buying decision, similarly, in Digital marketing – we do SEO to help users to find the right information in google.
- A cost-effective way of communication: – BTL and Digital both are very profitable advertisement mediums, unlike ATL, where clients have to pay in lakhs for radio, TV, or hoardings.
- Being local: – Localization of campaign makes digital is a part of BTL strategy. The micro arrangement, promotion of local and regional offers along with the primary campaign, is only possible in BTL. For Example, A durable consumer company does thousands of brand stores across the country, and each brand shops can promote its own local offers through Google My business, and help nearby people to provide the solution and offers in regional language. SEO allows shops to keep on rank in google when users try to find the address of that particular shop address.
- Innovations and creativity:– innovations and creativity are the ingratiates of DM, mealy google ad, and facebook paid campaign is not a digital campaign, but organically, we can reach millions. Content and context are crucial in digital promotion. Like BTL, where a selection of media vehicles is vital., similarly in digital marketing, the range of the right application is essential. Snapchat and tiktok are not for a political ad, and for restaurants, an Instagram business profile is mandatory. Therefore, we can say both provide an opportunity to innovate and create a unique value to its users.
Very impressive
Very inspiring