Targeting the Online Hispanic Market, Lost in Translation

“The Hispanic market has been riding the headlines for the past couple of years as one of the fastest growing sectors of marketing. According to the third annual AOL/Roper U.S. Hispanic Cyberstudy, Hispanics are entering cyberspace at a rapid pace with over 14 million U.S Hispanics online. Yet the companies successfully targeting them online in the direct response arena are few and far between. Why is it that something which seems like such low hanging fruit is so difficult to make successful?

There are too many misconceptions to mention about marketing to Hispanics, such as the thinking that translation is the key. I know many online marketers who have hired a translator to re-write their e-mail Integrate BlackBerry with your CRM Solution, creative or landing page in Spanish and then waited for the leads to come rolling in. Translation doesn’t mean your campaign is going to work fabulously for every Hispanic on the planet.”

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