Below the line, BTL acronym, defines communication and marketing activities that, according to of the channels and content used, are mostly directed to a well-targeted audience.
Below-the-line communication includes activities related to sending newsletters and SMS (direct marketing), as well as initiatives related to visual merchandising in stores and P.R. activities such as press releases and events.
If the activities of ATL communication are mostly related to brand awareness objectives, those of below-the-line (BTL) communication are mostly conversion-oriented, that is, sales-oriented. The goal in this case is not so much brand awareness, but the latter’s desire to find new customers, working on known audiences and with more targeted activities.
