Above the line is synonymous to mass marketing – think World Cup commercial or Times Square billboard - these campaigns typically are tied to brand awareness and mass marketing. They are not quantifiable or targeted. Above the line activities have taught us everything we need to know about the emotional based responses of audiences which is probably why consumers have for the most part numbed to it. Although these types of campaigns are important in terms of mass reach, today's consumers are savvy and aware they are being marketed to. Consumers tend to respond more to offerings based on their own specific interests. They want to be marketed with – not to.

Below the line campaigns are consumer and data driven. They are highly measurable and focused on customer acquisition and retention. Below the line campaigns include things such as direct mail, loyalty programs, events and contests. These action-based campaigns are an effective differentiator to impersonal, mass marketing and offer a high degree of targeting and measurability.

Do you remember the company name on the subway poster this morning? Probably not. But you do remember the last contest you entered via a personalized email from a brand you trust? Probably. Well that contest can gather customer data; increase loyalty; improve brand perception; be highly targeted and measurable. That is the power of below the line marketing.