Laura Sonderup

According to U.S. Census Data, by the year 2050 the Hispanic population is expected to grow to about one quarter of the total U.S. population. To successfully reach this valuable market, avoid these common Hispanic marketing mistakes: 1. Don’t make assumptions about the Hispanic market—consult a Hispanic direct response marketing professional. 2. Don’t launch a product or campaign in the Hispanic market without doing research. 3. Don’t enter the Hispanic market without making a long-term commitment. 4. Don’t forget to get your message out—loud and clear! 5. Don’t dilute your brand—it’s all you’ve got. 6. Don’t forget to educate your senior management.

Joint research from Yahoo! Telemundo and Experian Simmons Research indicates that the Spanish-speaking Hispanic population in the United States is highly underserved when it comes to online information and shopping opportunities. Because most sites are presented only in English, this group consumes about two-thirds of online content in its non-native language—and notes that it would visit more and buy more products from online marketers who offered Spanish-language sites. Obviously, a big opportunity exists for marketers who develop Spanish-language Web sites. But if you’re not ready to commit to a Spanish-language site just yet, you’re not entirely out of the running. One easy step marketers can

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