What does this mean?

"Below the Line" (BTL) refers to a set of marketing strategies that target specific audiences through non-mass media channels. These tactics include direct mail, email, events, and social media. BTL marketing aims to engage consumers on a more personal level, allowing for better targeting and measurement of campaign effectiveness. Could you provide more context about where you encountered this term? It would help me give you a more specific explanation related to your situation.

Source: What is Below the Line? | Clay

In the context of the document, "Below the Line" (BTL) marketing refers to promotional strategies that target specific audiences through non-mass media channels. These include direct mail, email, events, and social media. BTL tactics are designed to engage consumers on a more personal level, allowing for better targeting and measurement of campaign effectiveness. Unlike "Above the Line" tactics (TV, radio, print), BTL focuses on personalized communications and engagement-driven approaches. Key aspects of BTL marketing include: • Personalized communications tailored to specific audience needs • Interactive methods like competitions and events • Detailed analytics to measure campaign success • Better targeting and personalization capabilities

Source: What is Below the Line? | Clay