Direct communication between brands and customers is made possible by BTL activities. Direct contact makes it easier for customers to comprehend the product and establish personal connections. Understanding consumer behavior and purchasing habits benefits brands. BTL marketing includes brand activation, mall activation, email marketing, telemarketing, exhibitions, and more. BTL initiatives enable you to reach your target audience while achieving your objective quickly.

Below the line, advertising is referred to as BTL. It is a marketing strategy in which, as opposed to ATL advertising, products are promoted on a more personal level. BTL activities in retail include direct mail campaigns, trade shows, catalogs, brand promotion activities, telemarketing, free samples, exhibitions, and focused search engine marketing.

The company can maintain control over its promotional efforts and avoid paying intermediaries and outside agencies by utilizing below-the-line promotion techniques. Therefore, compared to ATL promotion, BTL promotion is more affordable.