About Us/Approach

Interactive marketing — by definition — affords marketers the opportunity to have a more dimensional and sophisticated customer dialogue than any traditional media outlet can provide, and as a result, to get very close to a consumer's offline or online brand/purchase decision. This is what interests us at Atmosphere Proximity.

Our agency's strategic and creative approach is based on three guiding principles. We judge all of the work we develop based on its ability to meet these seemingly simple, yet extremely powerful tenets. And we have found that the work that performs best in market, curiously enough, does the same.

Simplicity: Creating a relevant dialogue requires connecting with the customers’ mindset and needs, reaching them at the right time and place, and naturally, breaking through unrivaled layers of communications clutter. Today’s digital marketer is faced with multiplying consumer touch points, new layers of market clutter, brand image splintering, and often times, competing internal corporate agendas.

Engaging an “attention-challenged” customer in this marketing environment can be an ambitious goal. As a result, simplicity is a cornerstone of our marketing philosophy. This entails identifying the right role of the online channel vis-à-vis the larger marketing mix, distilling the brand’s core promise to the customer online, executing the program in a disciplined manner, and focusing on the meaningful metrics the program was designed to address.

Dimension: The online channel is unique in its ability to provide true depth of interaction that cannot be replicated in other marketing channels. To this end, we believe that all interactive communications, whether they be brand-building or transaction-oriented, should capitalize on the channels’ ability to deliver multidimensional communication programs. Programs that demonstrate the core values and selling proposition, programs that engage consumers in the brand or product experience, and programs that move beyond the static to a robust and rich use of the medium.

Action: The consumer is never more than one click away from proof of the brand promise online. To this end, every program we develop provides the consumer the opportunity to do something actionable and measurable. The nature of the specific end behavior we seek to drive depends on where a given consumer falls on the purchase continuum, from awareness to consideration to trial to preference. Different actions are Associated with these different stages of the continuum, including lifts in brand awareness or affinity, depth of brand or product interaction, a registration or a transaction, and loyal/referral behavior.