Through the Line Marketing (TTL) is a balance between Above the Line marketing and Below the Line marketing, meaning it creates a strategy that reaches plenty of consumers while also being relatively targeted. Social media is the perfect example of this.
This means it can be used for both building brand awareness & persona and for engaging customers & converting sales.
The main benefit is the multi-purpose ability, with the biggest drawback being the fact you’re not committing to either strategy fully to optimise either brand building or conversions.