You may have stumbled upon a new term know as TTL marketing which is also know as Through The Line marketing. TTL marketing simply means a combination of both ATL and BTL marketing. The purpose of TTL marketing is so that you are able to maximise the communication with consumers in every possible way. The challenge is of course the cost of running these marketing campaigns.
Running a TTL campaign would mean a 360 degrees of marketing using both ATL and BTL activities and at the same time using digital marketing to promote and communicate to your customers
Should you be considering a TTL marketing? There is no right or wrong answer but a consideration of weighing your budget against your objectives and which activities serves your objectives the best possible way