Celebrate Cinco de Mayo With 5 Tips for Engaging With the Hispanic Community
How you communicate with the Hispanic community can make a huge difference to your bottom line. And if you do business in the U.S., you are communicating with the Hispanic community every day. According to the Census Bureau, the U.S. Hispanic population topped 54 million as of July 1, 2013—making it the country's largest minority group. If Hispanics were counted separately, they would have the 13th—largest world economy—with projected buying power predicted to hit $1.5 trillion this year, according to Nielsen.
So if you're not providing high-quality, native-language websites, mobile apps and other digital content to those who aren't first-language English speakers, you're leaving a lot of opportunity on the table. On Cinco de Mayo, it's the perfect time to take a step back and analyze whether you're effectively engaging the Hispanic community. Here are some tips:
1. Apps Should Be a Focus—Not an Afterthought
When it comes to mobile technologies, Hispanics have a higher than usual adoption rate: 76 percent access the Internet on a mobile device, smartphone or tablet. Don't just translate your website—do your mobile application, too. In fact, if you're just starting out, creating multilingual content for your app first might be a beneficial move—you can also get to the website soon after.
2. Context Is King; Localization and Transcreation, in Addition to Translation
Simply translating websites and other digital content can result in a user experience that is imperfect and might not be culturally relevant—this will actually do more harm to your brand than good. Localization adds cultural nuances and context to translated text, and transcreation involves adapting and creating entirely new content to fit the customs and preferences of specific markets. When used together, translation, localization and transcreation will help you deliver content and a user experience that is completely customized for your target markets.