Page 233 - IMDR JOURNAL 2023-24

IMDR’s Journal of Management Development & Research 2023-24

engagement, thereby contributing to the advancement of marketing theory and practice in the e-commerce
domain.

Keywords: Below-The-Line Marketing, Consumer Buying Behavior, Influential Strategies, Digital Marketing

I. Introduction
BTL marketing, also known as Below-the-Line marketing, refers to a promotional strategy that focuses on

direct, targeted, and localized marketing activities aimed at specific individuals or a smaller target audience.
BTL marketing is often contrasted with ATL (Above-the-Line) marketing, which involves mass media

advertising such as television, radio, and print. BTL advertising promotions include trade shows, catalogues,
direct mail campaigns, and targeted search engine marketing. BTL marketing strategies are typically more

cost-effective than ATL strategies, as they focus on narrower target markets and utilize more targeted

communication channels. They allow brands to establish direct connections with consumers, foster brand
loyalty, and generate immediate responses or sales. BTL marketing allows companies to tailor their messaging

and activities to specific customer segments, enabling more personalized interactions and building stronger

connections with the target audience. It can be particularly effective in creating brand awareness, driving sales,
and fostering customer loyalty.

BTL marketing tactics typically involve direct interaction with consumers or targeted groups, aiming to create
a more engaging and memorable experience. BTL marketing allows companies to tailor their messaging and

activities to specific customer segments, enabling more personalized interactions and building stronger

connections with the target audience. It can be particularly effective in creating brand awareness, driving sales,
and fostering customer loyalty. It's worth noting that the distinction between BTL and ATL marketing can

sometimes blur, as many marketing campaigns utilize a mix of both approaches to achieve their objectives.

Otipy Brand is committed to supporting farmers by bringing their fresh goods straight to customers. Known

as the fastest delivery app in India, Otipy delivers straight from the farm to the fork in just 12 hours. Otipy
offers a wide range of groceries, bakery goods, dairy products, home care products, and many more items in

addition to farm-fresh fruits and vegetables.

The fresh produce is picked up by the Otipy E-commerce Brand staff right at the farm. The best items are then
chosen and packaged in environmentally friendly packaging after passing a quality checking test at the

warehouse. Otipy E-commerce Brand focuses on technology prediction algorithms in order to provide their
customers with the cheapest costs while minimizing waste.

Types of BTL Marketing
There are several types of below-the-line (BTL) marketing tactics that brands can utilize to engage with

consumers on a personal level. Here are some common types of BTL marketing.

225