The most common question a client has been asking recently is, “What is the perfect blend of ATL, BTL, and digital?” The answers may differ, but the reality is simple: just as you need to work on each part of your body, you need to work on all three—ATL, BTL, and digital—to build a healthy brand.

Many people consider ATL to be old school, but they are unaware that Amazon and Apple both print full-page ads in newspapers to drive sales. There is no hypocrisy here, only pure business. I will spend a crore on a newspaper to drive 100 crores in sales on a digital platform.

The geeks driving digital campaigns may not realise an AI-enabled OHH campaign can not only roll their eyes but can also analyse the consumer response. A selfie in a mall or a video created during an unplanned event can be great viral content.

However, thousands of MSMEs and retailers have yet to experience the power of a good website or the numbers that can be generated through online sales. Digital is empowering businesses every day.

As a marketer, I think it’s worth investing energy in understanding the fusion of ATL, BTL, and digital. Every brand has to explore the maximum optimization of every single rupee it spends on advertising and marketing.

It’s an ever-evolving journey, best-enjoyed learning, unlearning, and experimenting.
Cheers for Advertising!!!