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Special Report: Hispanic Marketing

Reaching Hispanics Online, Crutchfield’s Online Approach and a Q&A with Yankelovich’s Sonya Suarez-Hammond

May 2007 By Hallie Mummert
More than 41 million Hispanics call the United States home, and a little more than half of these consumers go online. Despite the clear opportunity in marketing to Hispanics online, only about $150 million of the $16 billion total online advertising spend is dedicated to targeting Latinos, says Lee Vann, founder of Captura Group. This is surprising, considering research from Yahoo! Telemundo and Experian Simmons Research shows two-thirds of online Hispanics have been using online channels for more than five years.

William Fleming, CEO, MotionPoint, agrees that online marketing has lagged behind its offline counterparts in service to Hispanics. “People are used to walking into stores and seeing signage in more than one language, packaging in more than one language, product instructions in more than one language … But when it comes to Web sites, it’s not the case yet.”

He is quick to point out, though, that the size and online growth patterns of the Hispanic market are beginning to drive strong interest in online Spanish-language campaigns. Further, he notes that these factors are complemented by other macro trends, including the evolution of the Web channel and the increasing desire to micro-target communications for better results.

If your interest is piqued, this special report will help you begin to develop your online Hispanic marketing strategy. Best practices for Web sites and SEM are discussed in “Reaching Hispanics Online,” as well as tips for crafting culturally relevant messaging in “Culture: More Than a Language.” And don’t miss the case study on how Crutchfield is grabbing market share with its Spanish-language site in “The Language of Servicce and Sales.”

Special Report:

Reaching Hispanics Online:
Multichannel Strategies for Tapping Into This Underserved Market

The Language of Service and Sales:
Crutchfield Embraces its Hispanic Customer Base with a Full-feature Web site

Culture: More Than a Language
Yankelovich’s Sonya Suarez-Hammond Discusses how to Achieve Stronger Relevance in Hispanic Marketing Efforts
 

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