Below the line (BTL) marketing focuses on targeted tactics such as email marketing and direct mail, aimed at convincing and converting buyers effectively.
BTL marketing originates from the 1950s when Procter & Gamble categorized advertising activities. It contrasts with 'above the line' marketing that involves broader media spending.
While BTL marketing is closely aligned with demand generation, it operates on shorter timelines and emphasizes immediate responses and conversions rather than long-term customer nurture.
Essential BTL tactics include direct mail, email marketing, trade shows, location-specific promotions, and targeted online outreach, especially when they are personalized and timely.
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