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Marketing Below the Line o BTL: campañas de alto impacto a bajo coste - Gestion.Org Saltar al contenido ¿Quieres crear una campaña de alto impacto pero que no sea muy cara? Entonces, tienes que pensar en usar una estrategia de marketing below the line (también, marketing BTL). Y es que la publicidad BTL se caracteriza por usar la creatividad para conseguir que el mensaje cale muy hondo en su audiencia. Y eso sin generar grandes gastos. ¿No sabes en qué consiste esta técnica o cómo poner en marcha una estrategia así ? Entonces, no pares de leer.
¿Qué es el marketing below the line? El marketing below the line (o marketing BTL) es una técnica de mercadotecnia que en castellano se traduce como “bajo la línea”. Este tipo de estrategias se suele utilizar como complemento de otras técnicas de comunicación tradicionales conocidas como marketing above the line o ATL (sobre la línea). Una definición técnica de este término sería:
“El marketing below the line es el uso de técnicas de publicidad no masivas dirigidas a un tipo de mercado especifico”.
Pero, qué significa eso de «publicidad no masiva». Fíjate en esta otra definición de marketing below the line.
“Poner a la marca a convivir con el consumidor de una forma poco común, es decir, uno a uno y de una manera directa. En muchas ocasiones, la creatividad juega un papel muy crucial”.
El BTL no es nada nuevo, es algo que ha coexistido con las técnicas tradicionales de publicidad durante mucho tiempo. Sin embargo, en los últimos años se ha visto un incremento importante del uso de técnicas BTL porque implican una experiencia muy fuerte del usuario con la marca. Tanto las siglas BTL y ATL fueron acuñadas por la empresa Procter & Gamble (empresa estadounidense conocida por las siglas P&G). Al tener un presupuesto tan inmenso para sus acciones de comunicación, se dice que ponían una línea que dividía a las agencias de publicidad que recibían comisión (encima de la línea) con las que no (las que estaban debajo). Normalmente, en la línea de arriba se situaban las acciones con los medios convencionales: televisión, radio, prensa… Por lo que lo lógico es pensar que debajo se colocasen todas las estrategias «menos» habituales. Sobre el origen del término ATL y BTL también circula una historia muy similar en la que los protagonistas son la agencia Ogilvy y American Express. Sin embargo, esto ocurrió a finales de los 90, momento en el que este término ya era más que conocido.
¿Cuál es el objetivo del marketing BTL? El objetivo principal de las técnicas BTL es ayudar a la marca a promocionarse a través del uso de la creatividad y la sorpresa. Estamos seguro de que te sonaran algunas técnicas como:
Muchos expertos en marketing comparan el marketing BTL con el marketing de guerrilla o lo incluyen como una sección dentro de él. ¿Quieres saber qué es el marketing de guerrilla? Pincha en este enlace y te enseñamos varios un post cargado de ejemplos sorprendentes. Una vez visto en qué consisten las técnicas del marketing BTL, vamos a diferenciarlas del marketing más tradicional (ATL).
Diferencias entre marketing BTL y marketing ATL Como hemos dicho antes, el marketing below the line se usa como complemento del marketing above the line. Pero, ¿qué diferencias exactas existen entre ellos? Aunque es cierto que ambas estrategias tienen el mismo fin, cada una utiliza sus propios métodos y sus pros y sus contras.
Marketing below the line En este tipo de técnicas los canales utilizados para comunicarse con los clientes son más directos. Se usan canales como:
El entorno urbano. El punto de venta. Email .Redes sociales. Llamadas telefónicas. Etc. Gracias a esto los costos son notablemente más baratos que en el marketing ATL , algo que es de agradecer para las empresas que disponen de menos recursos económicos. El público objetivo de estas técnicas está mucho más segmentado que en los medios tradicionales, lo que hace que sea mucho más eficaz. En cambio, en un anuncio de televisión es imposible enfocarse tan al detalle (técnica ATL).
Marketing above the line Este método utiliza los medios masivos como canales de promoción . Por esta razón, los costos resultan más elevados pero a la vez tienen un mayor alcance . Los medios utilizados suelen ser:
Televisión. Radio. Revistas. Etc. En este tipo de técnicas es muy difícil trazar una segmentación acorde con tu público. Por ejemplo, un anuncio de televisión puede verlo desde un niño de 5 años a un anciano de 90. Se llegan a muchas más personas a la vez, pero el grado de eficacia es mucho menor. Como ves, las 2 estrategias tienen sus cosas buenas y sus cosas malas. Así que dependiendo del objetivo que busque la empresa deberá utilizar una estrategia u otra.
Ventajas y desventajas de usar publicidad BTL Al contrario que en los medios tradicionales, esta forma de hacer mercadotecnia tiene una serie de ventajas como son:
Crear canales de comunicación nuevos. Canales menos costosos entre el cliente y la marca. Respuesta más rápida del consumidor. Casi todo está permitido. Pero no todo es un camino de rosas. También existen algunas desventajas como son:
El radio de alcance es limitado. No usa los medios tradicionales. Se concentra solo en un segmento especifico. Dependiendo de cuál sea el objetivo de la empresa optará por utilizar unas técnicas u otras. Pero esto no quiere decir que no puedan hacer una estrategia de marketing que combinen ambas acciones. Todo dependerá de los objetivos que hayamos marcado en el plan de marketing.
7 pasos para plantear una estrategia de marketing below the line Ya sabes que en Gestion.org nos gusta darte siempre información desde un punto de vista de práctico. Por eso, te explicamos de forma resumida lo que debes tener en cuenta antes de plantear una campaña:
Fijar las metas que queremos conseguir con nuestra estrategia. Realizar un análisis del mercado, de tu empresa y de tu competencia. Determinar la estrategia de cómo vamos a plantear las acciones. Identificar los riesgos que podemos correr para que no nos cojan por sorpresa. Establecer un presupuesto. Presentar el calendario de cómo se llevará a cabo la campaña. Recuerda que para que cualquier campaña de marketing (sea del tipo que sea) siempre es necesario plantear una estrategia y medir. Si no, nunca sabrás a ciencia cierta si tus esfuerzos están dando resultados.
Ejemplos de marketing below the line El marketing BTL es una de técnicas de mercadeo más conocidas porque suelen crear campañas muy creativas y espectaculares en la calle. Sin embargo, esa no es la única técnica que se usa.
Marketing por correo electrónico Es la técnica menos costosa de todas. El email marketing es un canal que aún sigue muy vigente porque nos permite establecer una comunicación muy directa con el cliente. Este tipo de estrategias se basan en aportar valor al usuario al proporcionarle contenido gratuito . Y esto nos aporta 3 beneficios:
Determinar el interés de la persona por nuestros productos o servicios. Personalizar los mensajes que le enviamos de cara a que se decida a comprar. Fidelizar al cliente. No veas el email marketing como una vía para enviar solo publicidad porque eso no tiene ninguna utilidad. Así solo conseguirás acabar en la carpeta de SPAM.
Marketing por correo convencional Uno de los grandes olvidados. Sin embargo, el correo ordinario es uno de los canales que más confianza despiertan en los usuarios. Una carta es algo más tangible o real para la persona y le da más valor. De hecho, muchas empresas están volviendo a enviar cartas de cara a fidelizar a sus clientes.
Marketing en emplazamiento exterior Pero si hay algo que defina al marketing BTL son sus campañas creativas en exteriores (Street marketing ). En este vídeo te dejamos una recopilación de unas campañas realmente sorprendentes. https://www.youtube.com/watch?v=sXvWADOCvJA&list=PLOEsesLu-05ReLarMaDmsj9yLRYGgET_G
¿Conocías esta forma de hacer marketing? Para nosotros es la forma más creativa y divertida de mercadear y mantener un contacto más directo con los clientes. Como has podido comprobar, son técnicas que consiguen un acercamiento mucho más personal con el cliente que la publicidad masiva. Esto nos permite hablar con el cliente en un tono más desenfadado y cercano. Y a ti, ¿qué te han parecido estas técnicas de marketing BTL? ¡Déjanos tu opinión en los comentarios!