Today we hear more and more about Through The Line in addition to the classic division of marketing and communication activities into activities above the line e below the line.
The advent of digital media has, in fact, made the context more complex such that it is no longer possible to choose whether to focus only on the ATL rather than BTL.
Advent of new technologies, but not only that: consumers are increasingly moving fluidly between consumption and communication contexts, so tools and channels are needed that can reach them at every stage of their customer journey.
Thus, a third subdivision has emerged regarding marketing activities, which has been named TTL communication, or through-the-line.
Here are grouped activities, strategies that involve both more generalist audiences and more targeted clusters.
In this case, activities are differentiated according to specific phases of the funnel: those ATL are, thus, proper to the high phase, where the awareness objective is definitely the main one, while those BTL are mostly related to the low phase of the funnel where the objectives are conversion and customer retention.
