So what exactly is Marketplace for marketers?
We as a marketer often struggle to find the right agency for our work. We start with searching the entire internet for the right service provider be it an above the line or ATL agency to do our ad campaign or a below the line BTL agency to fabricate our stall for an exhibition or maybe a printer to print our marketing collateral or nowadays Through the line TTL agency or the best digital agency to do social media marketing or SEO for our website or sell our products in E-commerce websites like Amazon or Flipkart.
Once you find an agency from your search, the next step is to call them for credential checks and validation for which you have to meet at least three agencies to shortlist and see their work. Marketers spend a lot of time at least 1-3 months in zeroing down to the right agency and in some cases even after zeroing down, you realize at a later stage that, the agency you shortlisted was probably not the best agency you were looking for. What do you do then? Start the process again? or maybe in some cases, you have to continue with the agency due to locking terms.
Marketers often face such situations. So now instead of going to google, you can go to findagency.online which is a marketplace for marketers dedicated to marketing, where you find all the solutions related to marketing in your region – yes anything & everything in marketing right from Brand building to best printers in your locality, to the agency to do your signage for your dealer or an agency to do activation for your product in local RWA or an agency to take care of the giveaways, or a digital agency to take care of traffic to your website. List can go on. On top of it if you can also connect to your peers in the industry and take genuine feedback of the agency they have worked with, the hassle of agency selection becomes an easy process.
FindAgency.online is the only marketplace for marketers in india used by decision makers looking to hire marketing service providers (also known as agencies) across various marketing service areas .FindAgency is trying to build a community of decision-makers and agencies in the field of marketing. We want to save people’s time and help them find great partners. Our focus is only and only marketing be it ATL, BTL, Digital and anything and everything related to only marketing
Presenting first of its kind platform for marketers www.findagency.online where you get all the agencies related to various fields within marketing in a single website, Marketplace for marketers. Here’s the list of services offered by various agencies
Above the line(ATL) marketing includes mass marketing strategies that are primarily untargeted and are focused on building the brand. This technique is meant for products that have a mass appeal and where targeting becomes difficult, that’s why the communication isn’t directed towards a specific group. The mediums convey the message to everyone who has access to them. A typical example will be the TV Campaigns by Brands.
The typical media vehicles used in above the line marketing are
- Movie integration
- Newspapers / print
- Cinema / Theatres (product placements)
- Out of home media
How you can promote your brand using Above the line marketing?
- Media options available for advertising in TV are video ads, scrollers, Aston bands, teleshopping, and L Bands
- Sponsoring a popular TV Show, News show (eg powered by, co-sponsor, associate sponsor, headline sponsor, media partner, digital partner, Sports Sponsorship
- Brand integration
- Feature Film Integration
- Television Series’
- Music Video Inclusion
- Video Game Integration
- Advertising on DTH platforms
Journey of Advertisement: Brands-> Creative Agency->Production House->Advertisement Content->Media Planning & buying
The advertisement we see on TV goes thru many stages involving many players right from research agency to the brand or the organization who wants to establish its name(brand) in the market. In an ideal situation, the company appoints a creative agency and share the brief with them. The creative agency works on the objective and come up with scripts. Once the scripts are approved, next comes the production house to create the Ad. There’s also research agency involved to identify the effectiveness of the TVC. In some cases where there are budget constraints, production house ads on as script and concept writer. Once the content for the TVC is ready, Media planner & buyer comes into play to place the content using various media vehicle to get optimal visibility to the brand within allotted budgets
There are Television Advertising Agency specializing on buying TV spots
Sponsorship in prime TV shows like Biggboss or Indian Idol or Kapil Sharma’s show can give big leverage to the brand and instant brand recall. Typical examples can be CPPLUS who signed Salman as a brand ambassador with sponsorship for Biggboss and brand integration with the show.
Movie integration– co branding can be a new and cost effective way of getting associated with big budget movies & actors. Such properties can be used by the brand in their digital channels or even in TV before the movie launch. This gives good visibility to the brand.
Brand integration in film is becoming very popular with brands trying to seamlessly integrate in the film story.
Ask For Help
There are so many different aspects that go into brand integration marketing. But, brands don’t have to do it all alone. Find a marketing agency that specializes in Brand integration marketing today.
Celebrity endorsement always have been a very popular category due to high fan following of the celebrity.brands are using power couple like Virushka, Ranpika, Saifina
Nowadays there are different ways to integrate a brand. Some of the popular ones are to integrate with celebrity, cinema, popular TV Shows, sponsoring a popular show, in-film branding, co-branding, Sports Sponsorship, Endorsement, influencer marketing, Intellectual property development- tata cubicle Quiz, Coke Studio, gamification, Computer Generated Imagery or Visual effects, Animation, Celebrity Management,
Here’s the list of Agencies involves in ATL marketing
Research Agency, Creative agency, video production, Production House, media Planning & buying house, In Film branding, Co-branding, Sports Sponsorship, Endorsement, influencer marketing, Intellectual property development- tata cubicle Quiz, Coke Studio, gamification, Computer Generated Imagery or Visual effects, Animation, Celebrity Management, Radio, Print Advertisement(Newspaper & magazines), Outdoor Advertising, Cinema Advertising, Public Relation, Crisis management
Experiencial Marketing , also called “engagement marketing,” is a marketing strategy that invites an audience to interact with a business in a real-world situation. Using participatory, hands-on, and tangible branding material, the business can show its customers not just what the company offers, but what it stands for.
Print Ad in Newspaper or magazines
Out of Home ( OOH)– OOH provides lot of scope now a days not only in terms of billboards but also the entire range of transportation system ,infrastructure available for branding
Below-the-line advertising (often referred to as Below the Line promotion/ Below the Line marketing / BTL marketing / BTL advertising)BTL activities are more focused and they are directed towards specific groups of potential customers. consists of very specific, memorable, and direct advertising activities focused on targeted groups of consumers. Often known as direct marketing strategies, below the line strategies focus more on conversions than on building the brand. To make it simpler – Below the line marketing includes direct marketing strategies directed to specific target groups and focused on conversions rather than building the brand. Advantages of
Below the line marketing Extremely Targeted: Conversions are better when the communication is done according to the customer wants. Since BTL marketing strategies are extremely targeted, results are better in terms of conversions. Better ROI: Below the line, promotional efforts are focused on the specific target group, have a better reach, can be easily executed, tracked, and controlled. Hence BTL strategies provide a better ROI and MROI in terms of conversion. Easy Control: The return from these activities can be easily tracked and monitored and steps can be taken to improve ROI. Tailor-Made: Below the line advertising strategies are designed according to the needs of a specific target group and hence can be molded differently for different customer groups. Here’s list of various BTL Agencies:
In-Store Marketing, Brand Activation, Marketing Asset creation, Catalog, Brochure, Demo case, Printers, Fabricators-Events/Exhibition, Gifts/Giveaway Packaging, Experience Center, Photographer, Sponsorship, Graphic Designer, Content Writer
In-store marketing or visual merchandising consist of branding done at the store , it may consist of the overall look & feel of the brand, its characteristic elements like the clown in case of MCD, the signage etc
Marketing assets like brochure, posters, pricelist , pamphlet etc is needed by all brands to reach out to its consumers to tell about the products & its features
Industry events like ACETECH , ELECRAMA, IFSEC etc plays an important role in helping the brand reach out to its targeted customers.Also Brands can organise close group events like panel discussion ,partner meet , product launch events ,round table conferences, seminars etc to engage with their customers and promote their brand and talk about their products & solution in details.
Experience Center give brands the opportunity to give its customers first hand experience of the products. Now with E-commerce around and some brands having their presence only in E-com also invest in experience center to give their customers the look and feel of their products.
Product Photography plays such an important role in the overall brand building process that now Ecommerce sites have something called A Plus content and there are specific agency doing only A-plus content and Ecom Brand .once you have good images of the product, you can use those images in all the marketing collaterals.
Packaging becomes very important in terms of B2C products as this is the first touch point for customer after all the research and finally having the product in their hands.
Brand Activation is another way for brand to interact with its customers and get close to them. Such events can be used by brands to give free sample to their customers and know their firsthand feedback.
Digital out-of-home (DOOH) advertising is one of the fastest-growing forms of advertising today, specifically because it is in many ways very attractive. Case in point: it is completely resilient to some of the typical problems nagging online advertising.
DOOH offers some of the advantages of the technology used in online display advertising, such as targeting and enhanced traffic data, but at the same time it is completely immune to ad blockers, and OOH ads cannot be skipped by the user.
Also, DOOH requires a certain level of creativity to grab attention – something that has decreased over time with online display ads.
Sponsorship is events are equally important for brand building and reaching out to the right audience.
Demo case : Demo case becomes a very important sales tool for product company to easily showcase their products to customers, influencers. Its primarily used in B2B companies and also in B2C companies where salesmen need to carry samples to show to their customers:
Through the Line
Through the Line advertising (often referred to as Through the Line promotion/ Through the Line marketing / TTL marketing / TTL advertising) involves the use of both ATL & BTL marketing strategies. The recent consumer trend in the market requires the integration of both ATL & BTL strategies for better results.
To make it simper-Through the marketing involves marketers to create marketing campaigns that include both ATL & BTL strategies. It refers to 360-degree advertising where campaigns are developed with the vision of the brand building as well as conversions.
Sometimes above the line strategies are used to execute their direct marketing strategies. This too comes under TTL marketing.
Examples of Through the Line Promotion
Marketing strategies can be planned and carried out with an integrated approach of using both ATL & BTL advertising mediums to get the maximum advantage. Most of the marketing campaigns today are TTL campaigns.
Digital Marketing is any form of marketing that exists online. This includes all marketing efforts that use an electronic device or the internet. Business leverage digital channels such as search engines, social media, email & websites to connect with the current & prospective customers. Marketers should have a clear picture of how each digital marketing campaign supports their overall business goals
Components of Digital Marketing
Content Marketing: Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Augmented Reality: Augmented reality is currently making leaps and bounds, and whether you realize it or not, it’s already front and center in big business advertising. While it may still be something that’s mostly only affordable for big business, it’s worth keeping an eye on for content marketers who want to go the extra mile. When we think about it in the context of video games, it’s already absolutely here (think of the Pokemon Go trend a couple of years ago).
SEO (Search Engine Optimization) is the practice of optimizing content to be discovered through a search engine’s organic search results.The benefits are obvious: free, passive traffic to your website, month after month
Search Engine Marketing, SEM :Search engine marketing, or SEM, is one of the most effective ways to grow your business in an increasingly competitive marketplace.Search engine marketing is the practice of marketing a business using paid advertisements that appear on search engine results pages (or SERPs). It offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase.
Social Media Marketing, SMM:Social media marketing is the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic. This involves publishing great content on your social media profiles, listening to and engaging your followers, analyzing your results, and running social media advertisements.
Content marketing is used by leading brands. here’s an example of content marketing
Viral Marketing:Viral Marketing is that which is able to generate interest and the potential sale of a brand or product through messages that spread like a virus, in other words, quickly, and from person to person. The idea is for it to be the users themselves that choose to share the content.
Email marketing is the highly effective digital marketing strategy of sending emails to prospects and customers. Effective marketing emails convert prospects into customers, and turn one-time buyers into loyal, raving fans.
Interactive marketing: The basis of interactive marketing lies in the ability to provide available actions to customers, and then building out marketing strategies based on those actions. In other words, an action taken by a consumer will trigger a certain marketing initiative on the part of the brand.
Display Marketing: Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase the ads’ effect.
Web Analytics helps you to collect, measure, understand, analyze, plan, report, and predict the web activities for your business. Analytics platforms measure activity and behavior on a website, for example: how many users visit, how long they stay, how many pages they visit, which pages they visit, and whether they arrive by following a link or not.
Retargeting and Remarketing: Retargeting or Remarketing is a strategy to target customers who have already visited your website. It is based on cookie technology. Retargeting has emerged as a preferred strategy as you target customers who have already shown interest in your business and left your website without buying; and hence the conversion rate is high.
Mobile marketing is a multi-channel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.Mobile is disrupting the way people engage with brands. Everything that can be done on a desktop computer is now available on a mobile device. From opening an email to visiting your website to reading your content, it’s all accessible through a small mobile screen.
Affiliate Marketing is a performance-based marketing program, where you pay publishers who bring you, customers. The performance may be based on conversions – promotions, leads, or simply sales.
And the list goes on and on.. however the main point of taking you through all the above marketing techniques is to make you understand that you need someone to think about this ideas and someone to implement. There are a super-specialized agency who can help marketers do their job which you can find in our website.