OVER THE YEARS THE MARKETING COMMUNICATIONS SPACE HAS BEEN SEPARATED BY LINES BUT THESE DAYS, THOSE LINES ARE BLURRING OUT.
If you are familiar with the marketing communications space, you certainly will be familiar with the terms below the line, through the line, and above the lines. Marketings communications specialists have also had a hard time over the years trying to define this line, so if you seem not to fully understand it, it’s ok, there are professionals who don’t either.
However, this article is neither planned to define the line nor delve into deciphering those three main lines mentioned above but one thing it will do is to bring to your knowledge the new trend in the marketing space that’s blurring this line more than ever.
So, I and a colleague decided to go to various agencies to see if they could define the line by describing to us what they do. What we found out spurred me to write this piece.
We went to an agency who said they are a below the agency and found out that they also claim to have extensive expertise in all other forms of advertising. This wasn’t peculiar to them as the agencies that claimed aficionado in through the line and above the line marketing were doing the same. Right now, every marketing communications company is practicing something a few have begun to call integrated marketing communications as they have realized that they can no longer live independent of one another.
To run a successful marketing campaign you would certainly need to properly execute strategies on any sides of the line. This way you are surely going to achieve top of mind awareness (TOMA). Agencies who have a hard transitioning have their businesses struggle or worse – die.
Before now it all seemed like everyone knew their place on the line until something called digital started, now there has to be a digital strategy otherwise marketing communications may not be as effective as intended. As a result, the competition is no longer about the medium a client chooses to advertise but about the value the marketing strategy or communication seeks to deliver to both the client and the end user.
In my opinion, marketing communication is no longer through, above, or below the line, it has unequivocally become a journey along the line. Advertising ultimately seeks to deliver a new experience to its end user every other time, create awareness, and persuade them to take action.