BTL Marketing is paradoxical to the ATL activities in traditional means. The takeover by BTL started with the advent of social platforms as the tool to reach the targeted audience and search for new markets. Who visioned that the advertising would be so handy?

The insight view towards the behavior (search) of the consumer enables BTL marketers to place advertisements accordingly. The device mapping which is laced with demographic, geographic research leads to understanding what’s ‘creating a buzz in the market and what consumers are ‘searching about’. Keeping the insights in mind, a proper BTL marketing strategy is made and placed for brand positioning.