Hispanics and Marketing

There is a good article at Ecommerce Times about hispanics and marketing. The author makes a good point that just having a few products or services translated into Spanish is not the end all be all of having a good Hispanic campaign.

 

I think the author makes two very valid points about marketing to the Hispanic population. The first is that, just with everything else in marketing, you have to know your market. If you don't market to the right people, Spanish-speakers or not, you won't stand a chance.

 

The second point is extremely relevant and something that I have seen over and over again. You must have an infrastructure that can support Spanish-speaking customers. If you offer your product in Spanish, but then don't give the Spanish-speaking consumer the ability to call a bilingual help desk or read instructions in Spanish, that customer won't be yours for very long.

 

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