In the world of marketing in general there are many moving parts and changes in terms of terminology and also when it comes to tools and techniques that can be made use of in order to enhance the way that target market customers are interfaced with. No matter what aspect of marketing is used or what terms are used to describe the tactic what really matters is how effective the method that is used to convey the message of the company in relation to key products and services.
One such term is that of Below The Line Marketing and in general this describes the strategies that companies use in order to promote products and services are via various media outlets other than what we see is in the mainstream which is that of radio, television, billboards, print [newspapers & magazines], and various film formats.
When we here at Capid Houser speak about “Below The Line Marketing“ we apply it to Digital [a combination of Social Media & Search Engine] Marketing we incorporate this into our company client promotion and advertising campaigns. Part of the reasoning behind our school of thinking is that we develop full service digital marketing campaigns that are intended for specific target market client segments.
This applies for two aspects of digital business development that we recognise being that of Lead Generation in order to guide prospects through the marketing funnel with a view to converting them into paying customers and; for existing customers who depending on the business will end up becoming repeat paying customers as well as customer advocates which in turn has its own lead generation and brand building component of business development built into it.
By implementing Below The Line Marketing using core strategic techniques; it enables the company to get the most out of its advertising spend – as we work within our bristol digital marketing agency in order to provide excellence to clients in the form of internet marketing consulting, training and service delivery.
The implementation of strategic digital marketing funnels along with targeted email marketing which is in turn fuelled by chatbot agent marketing [which will further work to narrow down the focus of the customer as the artificial intelligence based agent will handle interfacing with the] all work together to make sure that when the customer eventually speaks with the company; they are actually a “qualified prospect” as they would have already answered various questions and proven their suitability to be further engaged with the company.
The customer engagement that is implemented via the chatbot marketing agent is made possible by making use of data that would have been gathered in the market research phase [remember keyword as well as social media analysis !!] as well as data points such as customer support enquiries made by existing customers. These can all be factored into the digital marketing business development implementation phase of the company that will service to make the below the line marketing strategy execution even more effective in terms of lead generation and that of existing client nurturing.
So – terminology aside [BTL Marketing / ATL Marketing / TTL Marketing etc etc]; it is the core search engine and social media marketing agency strategy development and execution that is designed to interface with specific target market sectors as may be determined by where they interface [e.g. blogger, facebook, twitter, pinterest or maybe wordpress.com or via specified search engines or – How they connect such as will require the use of mobile marketing that within itself has become an important subset of business communication in line with that of ‘speaking to customers through targeted permission based email marketing.
