The impact of digital marketing on BTL marketing campaigns

Abstract

Being fortunate enough to be an intern of the planning department of the biggest BTL marketing agency in the country- Asiatic Experiential Marketing Limited (Asiatic EXP) I was able to see transition which is happening in the marketing communications arena first hand. With the rise of the digital media with the advancement of technology and the change in the lifestyle of the modern people, the way to communicate to them are also changing. In alignment with those changes, the relatively new digital marketing field is gaining tremendous headway and other communication processes are also becoming reliant to it to ensure optimum success for campaigns are achieved. To properly ascertain the level of impact that Digital Marketing is having over the communication mediums, especially BTL marketing was the purpose of this report for which I have tried to analyze the internet behavior of the select populous and also the level of attention the current BTL campaign promotions was grabbing over the digital mediums along with their level of effectiveness. The results of those have shown that the digital marketing arena indeed is becoming quintessential as a modern day communication arsenal, amplifying the precision and effectiveness of the existing modules of communication. 5