How has BTL changed over the years? -Valay Lakdavala

According to a study conducted in 2013, it has been stated that the BTL industry has grown at over 20 per cent during the last two years. The massive shift in spends towards both ATL and BTL initiatives haveled to the result of changing consumer attitudes. At the same time, technologyplays a great role in differentiating both forms of marketing. BTL allows marketers to better target consumers, and to better track results and measure ROI,as per industry experts.

Food brands, and other FMCG products, which fall under the impulse purchase category are dedicating more than 60 per cent of their marketing spend to BTL activations.

Elucidating further on the changes seen in BTL activities over the last few years, EE consults industry experts-