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Quote:During the past year the number of Hispanics online has jumped by 1 million people, to 15 million, according to Captura Group principal Lee Vann--which is all the more reason for multichannel merchants to focus on the demographic.

That means going beyond cloning your Website and converting the language to Spanish, Vann pointed out Monday at the DMA Directo Days conference. Hispanic users want Websites that relate to them; they want to be able to compare Spanish-language sites to the English counterparts; and they want to be able to toggle between the English and Spanish sites, when they’re extremely similar, as a way to better understand English...

Vann went into what he said are the 10 best practices for online marketing to Hispanics;...

Quote: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?

The Hispanic market is ripe for the online marketing industry to target with success. That said, there needs to be proper planning to make sure that you know who you are selling to, how to sell it and how to support it. By planning your strategy well before executing your campaigns, you will be several steps ahead of your competitors who simply translate a Web site and expect the leads to start rolling in....