21 Below the Line Promotion Advantages and Disadvantages

Advantages

• Great for building customer relationship
• Lower required investment
• Offers a deep direct reach and the opportunity to connect with customers in an entirely new way
• Promotion can be extremely targeted
• Below the promotion tools are relatively inexpensive
• Easy to track
• Better ROI and MROI (Marketing ROI)
• More effective than the traditional promotion methods
• One to One contact with the customers
• Potential for viral marketing
• Better response rate
• Highly relevant to the local traditions and culture
• Customized to the local preferences
• Easier monitoring of the promotion and budget
• Easiest and most reliable evaluation of the marketing campaign

Disadvantages

• Targeting may be difficult
• Extensive training may be required for the marketing teams
• Deeper understanding of the customers and their culture is required
• Users (Especially rural) may not trust the one to one contact due to earlier -ve experiences
• Requirement of the localized content creation
• Targeting the diverse cultures and users with the same theme is difficult