What is “Beyond the Line”?

“Beyond the Line” is a way of looking at marketing that eliminates the mythical hierarchy of so-called “above the line” and “below the line” marketing, to focus instead on the end result – trying to get certain people to do certain things. Presently, it is a series of essays on the nature of marketing in the 21st century, written by Martin Bihl, founder of 7419. As a rule, these essays make no distinctions about the relative worth of one form of marketing – advertising, viral, promotions, web, guerilla, event, dm – over another, and instead think about marketing in terms of the end result – convincing people to act – whoever they may be, and whatever it may be we want them to do. Simple, huh?