The divide between ATL and BTL tactics is doing a tremendous disservice to many of today’s leading brands, both in terms of forging deeper relationships with consumers and driving bottom-line impact. It’s time to stop talking ATL and BTL and turn our attention to a much more useful acronym: FF (full funnel). Some in the industry have proposed this concept as through-the-line (TTL), which does a nice job of highlighting the insufficiency of the previous terms.
