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.
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
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:
When a business owner decides to write to their customers, he or she draws from what they know best. And the writing style they use may be the one learned when they were probably least interested in writing about anything: in high school.
“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…