As we discussed in our previous article, Hispanic Online Best Practices: Comparability and Maintenance, a Hispanic online program does not have to be all or nothing. We recommend that companies take a strategic approach in developing Hispanic online initiatives. In many cases, this entails a phased approach with key milestones.
It is now estimated that by 2008, the nation’s fastest-growing population will command nearly $1 trillion of purchasing power. Per household, Hispanics spend more than the general population because on average their households are larger.
With apologies to the Who, your new boss ain’t the same as the old boss--at least in the digital world. Who is the new boss? She’s between 25 and 54 years old.
Before you begin to develop a Hispanic online initiative, consider very carefully comparability—how similar your Hispanic online program is to your corresponding general-market program--and maintenance
Accounting for 25% of the population in the United States, Generation Y not only provides a huge current market, but it also provides the possibility of gaining lifelong brand loyalty.
A URL is the most important and direct form of access to a given Website. When looking at the URLs of sites that target the Hispanic online market we find many approaches that can be grouped into four top-level strategies:
To drive traffic to a Hispanic site, you can of course leverage integrated Hispanic marketing, using both online and offline tactics, to create awareness of your Hispanic online program.
Even if you don’t understand Spanish, you probably won’t have much difficulty picking up on recurring themes in the spots you see on Spanish-language TV.
To most effectively communicate with U.S. Hispanics online, it is critical to connect with them through an emotional thread that all Hispanics, regardless of country of origin, can identify with.
On the surface, the issue of language in the Hispanic online market seems quite simple. Most marketers assume that a “Hispanic” online program equates to a “Spanish” online program. What’s more, they often assume that the way to deliver Spanish content is via translation.
