BTL is very focused on targeting specific ads to certain people, ensuring the content and location line up as clearly as possible with the intent of these potential customers. BTL also differs in that it is much more focused on return on investment (ROI), gaining user conversions and quantifying success. Instead of simply raising awareness of the brand, BTL is designed to ensure direct consumers for the product or brand, by focusing directly on the user and their wants. This form of marketing is usually easily quantifiable with the advantage of highly trackable results.

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