New Ways for Marketing Agencies to Leverage Their Impact

The web is an exponential environment. Every day, there are tens of thousands of new web sites, diverse new technologies, new media and more competitors. The demand for ideas and for people with new capabilities for delivering them are constantly expanding. Ad agencies are in a bind because while the available media and technologies for their creative efforts continue multiplying and morphing, the old business models cannot keep up with the demand any longer.

On the one hand, the large agencies have had to limit their attempts to cover every single medium and skill when they seek to create an impact on a mass scale. It's just too expensive to keep up. On the other hand, small agencies that often have new, "out of the box" ideas and very unique information or skills, lack the experience, the contacts, or the resources to take advantage of the opportunities. While targeting the Hispanic market is a niche within the big picture of all markets, it is also an immense market and growing rapidly, becoming more technologically oriented and more discriminating in its choices.

Partnership programs are an effective solution for agencies

There is an effective solution for agencies that serve this market. It consists of a partnership program, where agencies combine their complementary strengths, overcome their particular weaknesses, and through collaboration create, for particular projects and clients, a partnership of unequaled talent and ideas. It has been tested, it has been tried, and the potential results are exceptional.

This is a clear trend for many online businesses. Even the largest, big-name technology competitors in both software and hardware, all find areas for collaboration with each other. They just define them carefully. A partnership program is one way to make the exponential business environment of the web more manageable, to reduce costs, and for ad agencies to create a more impactful presence.

As with any collaboration, the keys to success for this partnership program lie in clear boundaries, transparency, and clear, consistent communications. With experience, setting up these partnership programs becomes easy for all parties involved, once a need or opportunity is identified. Partners understand each other's situation and goals. When each partner's strengths and role are clarified for each other and for clients, then there is no point to wasting time in manipulation or competition that would sap resources.

The trend for Hispanic marketing is towards collaboration

Hispanic marketing is a demanding area for agencies in that it requires attention to all kinds of variables that not all markets require. Hispanic marketing involves complex language and cultural issues, geographic and historic issues, and issues regarding the mastery, acceptability and use of technology. All of these issues become variables for agencies to consider, in order to piece together a successful, collaborative vision of success.

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Clearly, the web is changing more than technology business models; ad agencies are seeking solutions too. The trend is towards carefully considered, focused collaborations of all kinds that involve very moderate risk. A partnership program for Hispanic-American agencies can generate collaboration that is not at all "cookie-cutter," but that is rather uniquely designed for specific agencies and clients to succeed.

For more information, please contact Hispanic Market Advisors

Related articles/blogs:
* Hispanic advertising agencies at a glance
* Choosing the right Hispanic marketing agency that fits your business