Thursday, August 13, 2015

Mobile Trumps Language in Wooing Hispanics

Marketers are eager to cash in on growing U.S. Hispanic purchasing power, which is rising at more than two times the national rate, but a recent MarketingProfs article warns that success goes beyond how well the brand message is translated into Spanish to how well it is translated to mobile, video and social platforms. For example, Hispanic consumers are less likely to access the Internet via desktop and more likely to own a smart phone than non-Hispanics, the article points out. So focusing on the mobile user experience becomes vital, via use of responsive design, mobile e-mail, an easy toggle to Spanish, or native advertising in appropriate mobile-friendly sites. Video--whether pre-roll, in-banner or social--is another way to engage with an audience that spends nearly 30% of its online time watching videos, streaming twice as much video as non-Hispanics. And with 71% of adults Hispanics using social networking sites, a social brand and ad strategy is another must. For more advice, read http://www.marketingprofs.com/articles/2015/28109/the-biggest-hurdle-to-reaching-hispanics-isnt-language-its-mobile

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