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ATL BTL and now CTL

July 8, 2012

So, we all love to classify marketing tasks, agencies, job profiles, strategies, plan and so on in ATL and BTL… Its 2012 and the two are almost converging! Perhaps few years down the line, both will converge to make CTL emerge. What’s CTL – Im no Kotler tough; however let me define – Combine the line.

But why? Simple, ask yourself! Today, you don’t just watch TV – you tweet, you share, you link it back to your experience when you walked into a mall and so much. This comes back to the ’empowered consumer’ who can be extremely passionate about your brand provided you stick to your brand promise at every touch point and every messaging.

So, gone are the days of paying celebs millions and not even having given your channel partner an interaction pitch. Integration is the key! The brand promise flows throughout mass, personal and earned media. And of course, the last mile!

Think through…

 

 

 

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