Below the line marketing, also known as BTL advertising, is a highly targeted strategy where products and services are promoted in media that diverges from the traditional mainstream options. Below the line marketing advertising systems include:

• Direct mail and email campaigns
• targeted search engine marketing
• social media marketing
• trade shows and catalogues

These methods tend to be more focused and less expensive than ATL above-the-line-marketing systems. They are also more engaging and make the audience feel like you are speaking to them personally, improving customer relations and loyalty.

References

• https://blendcommerce.com/blogs/shopify/above-the-line-below-the-line-marketing