Social Media : Is this ATL, BTL or TTL

| February 16, 2016

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Last weekend I was discussing with a potential clientele (India’s leading sports nutrition product company), they asked me if Social Media is a ATL activity or a BTL activity. It’s an interesting subject as Social Media can be considered as ATL or BTL depending on the approach. Hence I thought of writing a blog on this. For the readers, who do not understand ATL & BTL, let me explain it here.Social Media : Is this ATL, BTL or TTLATL: Above the line ATL promotions are generally the mass promotion campaigns. Such campaigns are done basically for brand building, awareness and increasing the brand recall. Best examples are TV, Radio, Print etc.

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These Are the 10 Basic Marketing Skills Everyone Needs to Master

Article | March 11, 2021

Want to brush up on your business skillset? Mastering these 10 basic marketing skills can pay off with better brand awareness and a boost in leads and sales. The 10 basic marketing skills everyone needs to master Imagine you’re on a first date. You’ve heard a lot about him from your friend who set you up. He’s sharply dressed, has a smile that could light up the night and smells good (I hug people – that’s how I know he smells good). Expectations are high for an amazing date. Fifteen minutes into the date, you are mapping out a swift exit. What happened? He won’t stop talking about himself. You are being sidelined by a monologue. Any chance for an engaging conversation has faded. You could switch the above scenario out for a business lunch meeting. Why on earth would I want to work with you if you seem to only care about yourself rather than me or my needs? (I don’t care how good you smell. Also, I’m married, so this date is pure imagination.) Marketing is like dating. The goal of your first interaction (date) is not to close a sale (get married). It’s to get to know each other. If you both like what you see/hear/learn, your relationship will progress. Creating client-centric messages Anytime you sit down to write, whether it’s a social media post or an article, make sure you are talking to your audience, not at them. Your main messaging and copy should not be about you. Don’t lead the conversation with “I am an expert at …” and “We offer …”. No one cares. It needs to be about what you can do for them. Your messages should lead with “You need …” or “You deserve …”. Once you talk to them, you can slip in, “That’s exactly what we provide!” Writing an email subject line So many people get this completely wrong. Luckily, the fix is easy. You want to write email subject lines that are interesting, creative, focused on the reader, and provide a sneak peek at what is in the email. Here at Jansen Communications, questions work really well. Please do not every use “ABC Company June Newsletter” or “What’s new at ABC Company” as your email subject line. I have no idea if the email is relevant or not, and I’m not going to bother opening it to find out. Delete. Segmenting lists Segmenting your email list allows you to send out the most relevant information to each subset of your audience. It’s totally worth doing, because when you segment your lists, you will see a significant improvement in your open and click-through rates. On average, segmenting a list results in a 14% higher open rate and a 100% higher click-through rate. You can segment your list by any number of criteria: gender, location, industry, purchase behavior, monthly spend, age, lifestyle, interests, job title, etc. Setting up an automated email campaign An automated email campaign is also known as a drip campaign. It’s simply a series of emails that start sending once they are triggered by an event, like downloading a free ebook. They are super easy to create and set up. Every email marketing platform offers this service, and they walk you through the process. Once you write the email subject lines, compelling copy and the call-to-action, watch the results. The open and click-through rates will let you know immediately if the campaign is working or not. Using hashtags Hashtags aren’t just for Twitter, Instagram or celebrity influencers. They are relevant on LinkedIn as well. In fact, LinkedIn suggests hashtags to use when you publish an article or update. Why bother adding them? Hashtags make it easy for people to find content they are interested in. Use them if you want to be more findable online. Creating custom graphics in Canva Canva is a free online graphic design tool for non-graphic designers. It’s easy to use, and it comes pre-populated with numerous templates you can quickly customize. A word of warning: it can be easy to go down a rabbit hole on Canva, so I suggest customizing (or creating from scratch) one template to use consistently. This is a time-saver AND it ensures your “look” on social media stays the same. Once you have a template, start creating bite-size content to share on social media: Quick tips Favorite quotes (your own are OK, too) Testimonials Statistics Questions (people LOVE to share) Spying on competitors Seriously – get good at spying on competitors. Don’t you want to know what they are doing – and what is working for them? This isn’t as awful as it sounds. Just look up their websites and social media feeds. Take a look at their offerings, the topics they are writing about and any trends that appear to be taking off. Better to be in the know than be left wondering. Optimizing blog posts for search Want your blog post to get found in the sea of content out there? You need to optimize your blog post so search engines can “read” and index it. That way, when someone is looking for content on that topic, you are more likely to appear in search results. I highly recommend installing Yoast for SEO on your WordPress website. You can also optimize blog posts on a DIY platform, like Squarespace or Shopify. Choose one keyword for each blog post and make sure it appears in: Your blog post title (preferably at the beginning) First paragraph of your copy A couple of more times in your post (but not too often, or you’ll get penalized!) In your meta description In the alt text of your image Using categories and tags Categories and tags organize content (blog posts) on your website. Categories are the main topics you write about; you shouldn’t have more than five for your blog. Tags allow you to get more specific about the main topic. Think of these in terms of a grocery store: categories are grocery departments: produce, dairy, meats, bakery, and so on. Tags are subcategories. In the produce department, you’ll find bananas, kumquats, Romaine lettuce and tomatoes. Understanding Google Analytics Google Analytics was created by engineers for technical people. I am neither, but I can still glean a lot of useful information from the main dashboard (home) and various reports. Let’s just stick with what you can find on the home page. You can learn a lot just by looking at: Number of users and sessions – is traffic to your website increasing or decreasing? User acquisition by source – where are website visitors coming from? Pages users visit – what are people reading/interacting with once they get on the website? If you don’t know whether or not you have Google Analytics connected to your website, ask your website developer. Did I miss anything? What basic marketing skills do you think are most important to master?

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5 Common Social Media Marketing Mistakes To Avoid

Article | February 24, 2020

There is no digital marketing agency in Denmark that would not be including social media strategies in the internet marketing approach. Leaving this out could end up losing a huge chance of effective brand promotion. But while working on social media marketing, there are always chances of mistakes that can restrict you from getting the most of the results.

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OTT (Over the Top) Marketing: A Boon For Businesses

Article | June 11, 2021

What is OTT (over-the-top) marketing, and how is it molding the world? Why are marketers over-enthusiastic about executing it? Find out the ultimate guidance regarding OTT marketing. There are several ways to receive a prodigious response for your business. Those are creative, technical, or economic methods that help grow your audience, find new leads, and so on. In the time of the pandemic, people cannot partake in outdoor activities the way they used to do. They are forced to be inside, and their medium of education, entertainment, or being aware is entirely different. One of the fastest-growing sectors is OTT which plays a significant role in making people's life entertaining and enthusiastic. It decreases the strain and gives them relaxation from their hectic life. Its market is currently valued at more than USD 101.42 billion, reaching approximately USD 223.7 billion by 2026. Let’s have a look at OTT, OTT marketing in 2021, and the complete information about it, which makes it substantial. OTT is a medium of providing television and film content over the internet. Nowadays, nearly everybody is streaming TV through OTT. There are various popular video streaming platforms like; Netflix, Amazon Prime, Disney plus, Hotstar, etc. The video, music, podcast, and audio quality has been revamped remarkably by the OTT adoption. What is OTT Marketing? OTT advertising is the conveyance of promotions through online video streaming. This incorporates associated TV publicizing (or CTV promoting), which runs video advertisement interferences, banner ads, sponsored content, and more. Here are some survey reports that state how OTT marketing is booming. A report by Conviva, a streaming media research firm, informs that video streaming grew by 20% in March across the globe, which included a high 26% increase in the U.S. In the OTT Video segment, the number of users is expected to amount to 300 million users by 2025. The average revenue per user (ARPU) in the OTT video segment is projected to amount to US$275.49 in 2021. User penetration will be 83.7% in 2021 and is expected to hit 88.1% by 2025. The largest segment is OTT video advertising, with a market volume of US$40,641 million in 2021. How OTT Marketing is Different From Traditional T.V Marketing TV advertising has been everywhere for a long time. It has been a prevalent medium for marketers to allocate their advertisement financial plan. Nonetheless, it has been changing drastically for as far back as a couple of years with a huge shift from traditional cable TVs to over-the-top (OTT) devices like smart TVs, phones, tablets, and many streaming sticks (Roku, Amazon Fire, Google Chromecast, AppleTV).Those are Internet-connected and can download videos from content delivery networks (CDN) and ads from online ad servers. The rise of online video utilization makes a massive inventory for video advertising. However, focusing on alternatives was still exceptionally restricted and fundamental. Focusing at the individual level was unheard of. Many, if not all, viewers frequently watched similar advertisements on TV, paying little attention to their inclinations or interests. The viewers should turn on their TVs to a specified channel at a specific time to watch content and accompanying commercials. The advertisers could pick the station, program, and time based on ratings and audience data provided by a few significant research firms. This choice interaction had a few connections to the target audience hence;, it was not exact or quantifiable. There were a ton of evaluations, projections, and expectations for return on investment (ROI). The objective was essential to arrive at the majority, fundamentally whoever had their TV on. The location and engagement activities of viewers were not known or reported. These limits gave advanced OTT advertising numerous benefits. Marketing Funnel for OTT Streaming Services To be successful in OTT marketing strategy, it is essential to comprehend the buyer’s journey and to understand this; we need to focus on OTT marketing funnel that assists in visualizing where the buyer is from, how he became your user, and when he showed his experience into your brand. The funnel is divided into three parts: TOFU (Top of the funnel) MOFU (Middle of the funnel) BOFU (Bottom of the funnel) TOFU (Top of the funnel)-This is the first step where the user gets aware of your brand or services. You will find many leads, but it doesn’t mean that they will certainly buy from you. They are at the first stage, where they are figuring out their problems by doing research. Therefore, don’t come with too much information to resolve their issues. They will become annoyed therefore; you have to provide specific & concrete information to your leads. MOFU (Middle of the funnel)-Once a lead passes, its first step enters the second step of funnel called middle of the funnel, where your leads express their interest towards your brand or services and consider using your product. BOFU (Bottom of the funnel)-Finally, your leads entered the third step of the marketing funnel, where they decide to be your customer. In this stage, the content you are providing should be persuasive and readily available. OTT Marketing Platforms There are various dominant OTT streaming providers growing unstoppably. Netflix, Xumo, Starz, Sling, HBO, ESPN, Hulu, Showtime, Amazon Prime, Fubo, etc. are some of them. Why Is OTT Marketing Booming? Marketers are enthusiastic about OTT advertising because advertisement directly reaches viewers through streaming devices and services. They experience these ads on their devices like; connected TV, Smart TV, Laptop, etc. OTT focuses on niche audiences, and when marketers run ads on OTT platforms, it automatically gives you those target audiences. So. marketers don’t need to cater broad audience unlike, traditional T.V broadcasting. Instead, ads are shown to your specific audience interested in your brand; therefore, it minimizes your ad spend. OTT Marketing Strategy 2021 has changed the way of marketing entirely, especially when you are looking for a specific audience. Modernizing your advertising has become the imperative footstep to woo your audience. Here are some meaningful steps that have been mentioned which can make your business profitable. Search engine optimization is the effective medium to be seen. With the help of SEO, you can be seen high when your viewers search for videos. Therefore, SEO Implementation is indispensable in this competitive advertising world. Millions of people are using social media such as; Facebook, Instagram, Twitter, etc. Create your brand-specific pages and profiles and maintain daily posts to encourage your audience towards your services. In addition, you can approach your audience in a very innovative way by making polls & quizzes, interesting image-based posts, etc. There is a considerable demand for memers across social media platforms. So, you can hire some famous memers to create engaging memes regarding one of your best video content. Offers & promotions are always welcomed. It attracts audiences and raises their interest in your services. So approach them with attention-grabbing offers. Display advertising is one of the best practices to persuade your target audience. In-display advertising, you should create some attractive, colorful graphical screen on the internet through logos, animations, videos, photographs, etc. Users always try to find the website or landing page regarding your brand. If you are holding a website, you can easily convenience your niche audience to visit your uploaded content. Push notifications have a 71% opt-in rate, an incredible opportunity to be adopted. Email marketing is the result-oriented medium where your reach millions of people by saving your time. Monitoring your analytics can give you the expected results. Numerous OTT platforms provide analytics. It helps to know about the ROI (return on investment) of your business. OTT marketing is booming. It is now unstoppable. A study by Roku found viewers of streaming TV in the U.S. could exceed traditional pay-TV viewership in the next five years. The research predicts that 60 million families will watch content on their TV exclusively via streaming services by 2025, which would likely trump traditional TV viewership by then. It aids in providing personalized content for your niche audience. Most marketers are experiencing great ROI while investing in OTT. Frequently Asked Questions Q. What is over-the-top marketing? Over-the-top advertising is advertising delivered directly to viewers over the internet through streaming video services. Q. How to do marketing on the OTT platform? Implementing memers marketing, push notification, SEO, affiliate marketing, and tracking analytics are the best sources to do advertising on OTT platforms. Q. What are the benefits of over the top? It quickly provides your audience with an unparalleled experience that enhances your lead generation and gives desirable results. Q. What are the OTT marketing examples? Display marketing, affiliate marketing, and social media marketing, are the best example of OTT marketing. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is over-the-top marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Over-the-top advertising is advertising delivered directly to viewers over the internet through streaming video services." } },{ "@type": "Question", "name": "How to do marketing on the OTT platform?", "acceptedAnswer": { "@type": "Answer", "text": "Implementing memers marketing, push notification, SEO, affiliate marketing, and tracking analytics are the best sources to do advertising on OTT platforms." } },{ "@type": "Question", "name": "What are the benefits of over the top?", "acceptedAnswer": { "@type": "Answer", "text": "It quickly provides your audience with an unparalleled experience that enhances your lead generation and gives desirable results." } },{ "@type": "Question", "name": "What are the OTT marketing examples?", "acceptedAnswer": { "@type": "Answer", "text": "Display marketing, affiliate marketing, and social media marketing, are the best example of OTT marketing." } }] }

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How to Optimize Original B2B Research Content For Credibility and Impact

Article | August 17, 2020

For many in the B2B marketing world, original research provides an effective way to build thought leadership and drive content for owned and earned media. Unfortunately, many research reports from B2B companies are dry, uninspired and focus solely on pontifications from the brand point of view. Such unremarkable content isn’t helping customers, especially if they never see it due to information overload or they don’t trust it.

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MAGNA Global

MAGNA is the centralized IPG Mediabrands resource that develops intelligence, investment and innovation strategies for agency teams and clients. We utilize our insights, forecasts and strategic relationships to provide clients with a competitive marketplace advantage.

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