Agency

Gerson Lehrman Group released a report authored by a member of its expert network that uncovers a significant gap between the expectations of marketing professionals and the actual performance of the marketing agencies they hire. The report, Closing the CMO / Agency Gap: How Agencies Can Win Business and Build Stronger Client Relationships, is based on a survey of more than 80 senior marketing executives from a range of industries who are members of Gerson Lehrman Group’s expert network. The survey examines the knowledge that marketing professionals expect from their agencies during both the pitch process and after agencies are hired. AVAILABLE on HispanicCMO.com.

Business-to-consumer and business-to-business marketers seem to exist in separate universes, each with its own sales process, marketing tactics and even marketing software, publications and events.

But are they really that different? While selling to consumers differs in some key ways from selling to businesses, the differences are declining.

Triad Digital Media represents a unique but growing niche known as retail online media. The company creates custom and targeted content for e-commerce sites and marketers that attract consumers to digital storefronts. The goal is to deliver online and offline sales. CEO Greg Murtagh spoke with eMarketer about consumer packaged goods marketers segueing into online direct sales and the key issues involved in that transition. By Greg Murtagh – CEO / Triad Digital Media. Available on HispanicCMO.com

I need the opinion of my Hispanic advertising colleagues.

What would you think of a TV Network going directly to a client of yours – without letting you, the agency, know – to present to them a program that you had already presented to your client? And presenting it as a less expensive option because the client can get it net from the network? Of course trying to mess up the client-agency relationship comes as a derivative of this action.

By: Enrique R. Turegano.

Multiculturalism is a hot topic today. The population of the U.S. is changing, and the results of the census are really going to drive this fact home for a lot of folks who don’t realize how diverse the U.S. population has become over the past decade. Multiculturalism is the topic for today’s column, but rather than writing what I think it means, I decided to seek the assistance of my wife, Lorea Canales, a Mexican journalist and writer. She just penned a piece on what “Mexicaness” means to her for the Web site of a very good friend of ours, New York City restaurateur Zarela Martinez.

Datran Media released the results of its fourth annual 2010 Marketing Survey of online marketing professionals. This survey broadly measures the marketing and budgeting priorities of digital marketers over the next year. The primary focus of the survey is to uncover industry perceptions regarding distinct marketing channels and to identify key drivers of the online marketing industry.

Research reveals that seventy-three percent of consumer product goods manufacturers and 86 percent of retailers place shopper marketing at the top of the list for marketing efforts that deliver meaningful return on investment—but are marketers doing this well in multi-cultural markets?

Birth rates in the United States began to decline in 2008 after rising to their highest level in two decades, and the decrease appears to be linked to the recession, according to a Pew Research Center analysis of state fertility and economic data.

There’s a new breed of mom, and she’s here to stay.

She’s a savvy, price-comparison shopper who uses technology, offline media and, most of all, her peers to stretch her buying dollar. She was once only a mom on a budget but the recent shift in economic climate generated a conversion of moms from disposable income queens to coupon divas.