Reaching Hispanics Online
SEM Fires up its Engines
Just as it is with English-language sites, SEM is an important step in attracting Hispanic visitors to your Spanish-language site or content.
Even though search engine firms have built Spanish-language engines, it is acknowledged that most U.S. Hispanics—both the English-dominant and bilingual segments—use the main network search platforms, says Nacho Hernandez, CEO and founder, iHispanic, an online marketing agency with U.S. offices in La Jolla, Calif.
But as the Spanish-language platforms are enhanced, he adds, it is likely the overall traffic to them will grow.
Hispanic marketing experts agree that pay-per-click campaigns for Spanish-language terms are less competed on and produce high-volume traffic compared to their English counterparts, making this strategy very affordable for the time being. But you cannot simply translate word for word your top-performing keyword terms from English to Spanish and expect to achieve success. Hernandez points out that proper keyword development includes both the identification of the proper phraseology and the research of terms used by Hispanics. For example, Latinos tend to have brand names follow generic terms in their search practices.
Without a doubt, the online Latino population will continue to grow and show strong consumer demand for a whole range of information, media and e-commerce services.
One such trend currently in the making, notes Yahoo! Telemundo and Experian Simmons Research, is online video advertising. Presently, 80 percent of online Hispanics have broadband access and 44 percent have wireless access to the Web, suggesting strong growth potential. In addition, their study notes a high degree of simultaneous media consumption, specifically a television-cell phone-Internet mix. Savvy marketers will develop integrated campaigns across these channels to engage Hispanic consumers via their preferred media.