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It is a known fact that the bigger and more well-known a company becomes, the proportionally grows its marketing budget. The need for innovative marketing increases to maintain the acquired edge.

Now, more and more of the world is moving online. Below-the-line advertising is overtaking the conventional mode of reaching the audience as a result.

Below-the-line advertising (BTL) primarily constitutes online ads, targeted searches, and cold-mailing. However, the traditional mods of BTL required heavy investment in research, skilled analysts, and time investment.

(Above the line advertising) ATL and BTL (Below the line) are still used but are becoming obsolete as interactive ads and augmented reality become prevalent.

Unlike ATL, BTL's cost investment is comparatively low. A considerable portion of the investment goes into researching and identifying targeted ads and the niche audience. Interactive ads negate this completely. Interactive ads are mostly used by apps. These types of ads allow the customer to test the app on a very small scale before installation. This directly increases interaction and conversion rates.

The entertainment industry, from music to films to video games especially has been flourishing online. So, naturally, the BTL has adapted accordingly. From having in-game assets, advertising the product to having the players directly interact with the brand products inside the game. Such approaches have reduced the company-customer divide. Incorporating the products/services in the customer's life.

BTL works by establishing a connection with the targeted audience. Avoid casting a wider net. It's the connection with the audience that takes most of the work. However, with online algorithms becoming stronger and smarter. Brand-creator collaborations are on the rise. Through the online creator, the brand acquires the trust of the audience. And now with the algorithms are strong enough to recognize the keywords from the video. Running targeted ads is easier than ever.

There are now brands that exist fully online. With online learning at the forefront of online engagement. Webinars are one of the best ways of captivating the audience. When it comes to advertising, nothing is as effective as word of mouth from a trusted source. One plus point those webinars have over other forms of BTL methods is even if it doesn't directly generate leads or increase conversion rates. Their effects on the brand identity and trust within the customer base are overwhelmingly positive.

Nowadays everyone is carrying a computer in their pocket. Therefore, the media as a whole is leaning towards bitesize information. Now, brands are no longer providers of products that make lives easier but also a well of information in the niche that they dominate. Blogs are mini versions of webinars, requiring the presence of mind but there is no time constraint. Information, literally at everyone's fingertips, fuels engagement with the company. 

For example, almost every design blog nowadays is run by a company that specializes in that sector.

The latest development in technology that is also called virtual reality, is now at the forefront of every major change online. Argument reality is the next step in the evolution of simulations and video games. In the highly personalized environment that the individual inhabits, the customer interacts with everything directly. BTL advertising utilizing augmented reality technologies would enjoy direct engagement from the customer. 

With augmented reality coming closer and closer to reality, brands can incorporate themselves into their customers’ lives on an individual level and modify themselves to make the most positive impact on their customer’s life.

Experience centers are a new, unconventional addition to BTL. As it exists outside the online world. Experience centers focus more on delivering a candid experience to their customers and promoting learning, strengthening the customer-Brand relationship.

However, with the introduction of Augmented reality. The emphasis on individual needs from the comfort of the customer’s home is increasing.

Ultimately. BTL, ATL, and TTL (Through the line advertisement) methods, all exist to increase the customer’s engagement and strengthen the link between the customer and the company. Improve the company image. Maintaining and strengthening the gained edge.