News Trending

  • ( 3 months ago ) Census Bureau Hosts News Briefing to Announce 2020 Demographic Analysis Estimates
  • ( 3 months ago ) Consolidated Credit Survey Finds Americans Still Rely on Credit Cards for Holiday Cheer
  • ( 2 years ago ) Pew Report: A view of the nation’s future through kindergarten demographics
  • ( 2 years ago ) Hispanic Public Relations Association Announces Call-For-Entries for 2019 HPRA National Bravo! Awards
  • ( 2 years ago ) What We Can Learn from ‘Latino Urbanism’
  • ( 2 years ago ) Viacom to Launch Pluto Latino for U.S. Hispanic Market on July 1
  • ( 2 years ago ) TV shows struggle to reflect U.S. Latino presence. Will it get better?
  • ( 2 years ago ) A new multimedia campaign promotes the use of life jackets among Latino families
  • ( 2 years ago ) Hispanic Millennials Are Closer To The Hispanic Culture Than Most Think
  • ( 2 years ago ) Bilingual Latinx Network LATV Announces New Original Content Slate
  • ( 2 years ago ) HACR Announces the 2019 Class of the HACR Young Hispanic Corporate Achievers™
  • ( 2 years ago ) The New Book By Luis Carrasquillo, “The Murder Of A Journalist”, Is An Exciting And Realistic Story About The World Of Journalism And The Risk Of Telling The Truth

Hispanic PR BlogHispanic PR Blog

Your Complete Source for Hispanic Public Relations & Social Media Insights

  • Home
  • News
  • About Us
  • Contact Us
  1. Hispanic PR & Social Media Views
  2. How To Launch An In-Language Internet Program
Hispanic PR Blog

21 Jan, 2010 0 Hispanic PR & Social Media Views / Hispanic Social Media Insights 0 in-language / Internet campaign / Marcelino Miyares / Mercury en Espanol

  • tweet
How To Launch An In-Language Internet Program
  • Share via Facebook 
  • Share via Google 
  • Share via Twitter 
  • Share via Email
  • Share via Reddit 
  • Share via Tumblr

By Marcelino Miyares,
Director, Mercury en Espanol

When our clients ask me whether an in-language Internet program is necessary to the success of their Spanish-language advertising campaign, I ask them if their marketing goals long- or short-term. If a client’s goal is short-term testing of a product or service, an in-language Internet program is nice to have but not necessary, but if a client has long-term marketing goals that aim to build loyalty among Spanish-speaking consumers, then an active digital campaign is essential.

While Hispanics are online at roughly the same usage rates as the general market, e-commerce has remained underdeveloped. The reason for this is that Hispanic consumer confidence in online transactions remains low. While some have tried to launch major e-commerce hubs, like Amazon or eBay, that cater specifically to the Hispanic market, many have failed in recent years. Univision, the premiere Spanish-language media company in the country, just recently announced that it will try again.

However, any company that makes a serious commitment to the Hispanic market must commit to an in-language web strategy at some level.

There are two ways to enter the market with an in-language web campaign, and really no in-between: passive and active.

A passive strategy typically includes an in-language URL that mirrors the content of the company’s general market site. The more content you make available in Spanish, the more you demonstrate your respect for the market. You may not actively market the site or drive traffic with online activity, but at the very least you are able to pay off or fulfill the need for more info.

An active strategy should include a Hispanic-specific marketing hub that serves as a unique resource for the Spanish language-dependent consumer. This approach is best when used to support highly targeted creative that is designed to promote a paid web campaign and community building. A truly Hispanic-focused web campaign should also take cultural, culinary, and customer service to a more relevant marketing level than a company’s general market website. Categories such as food and kitchen appliances offer a unique opportunity to drive home the application of a product by appealing to Hispanic consumers’ tastes, customs, recipes and food prep culture.

Additionally, internet strategy for active campaigns should be expanded to “digital” strategy, meaning that it should include mobile marketing as a key component. Spanish speaking internet users are largely acculturated, meaning that they have as much or more access to general market search engines and browsers as they do Spanish sites. The same is not true of mobile campaigns. Smartphones are fast becoming the primary gateway to the Internet for less acculturated Hispanic consumers. Low-tech social functions, such as texting, are creating a new frontier for reaching Hispanic consumers.

While all advertising campaigns require a unique approach, one golden rule applies to in-language campaigns just as surely as it applies to general market campaigns: know your consumer and speak directly to them; they will be sure to respond.

Story courtesy MediaPost Engage:Hispanics

How To Launch An In-Language Internet Program

When our clients ask me whether an in-language Internet program is necessary to the success of their Spanish-language advertising campaign, I ask them if their marketing goals long- or short-term. If a client’s goal is short-term testing of a product or service, an in-language Internet program is nice to have but not necessary, but if a client has long-term marketing goals that aim to build loyalty among Spanish-speaking consumers, then an active digital campaign is essential.
While Hispanics are online at roughly the same usage rates as the general market, e-commerce has remained underdeveloped. The reason for this is that Hispanic consumer confidence in online transactions remains low. While some have tried to launch major e-commerce hubs, like Amazon or eBay, that cater specifically to the Hispanic market, many have failed in recent years. Univision, the premiere Spanish-language media company in the country, just recently announced that it will try again.
However, any company that makes a serious commitment to the Hispanic market must commit to an in-language web strategy at some level. There are two ways to enter the market with an in-language web campaign, and really no in-between: passive and active.
A passive strategy typically includes an in-language URL that mirrors the content of the company’s general market site. The more content you make available in Spanish, the more you demonstrate your respect for the market. You may not actively market the site or drive traffic with online activity, but at the very least you are able to pay off or fulfill the need for more info.
An active strategy should include a Hispanic-specific marketing hub that serves as a unique resource for the Spanish language-dependent consumer. This approach is best when used to support highly targeted creative that is designed to promote a paid web campaign and community building. A truly Hispanic-focused web campaign should also take cultural, culinary, and customer service to a more relevant marketing level than a company’s general market website. Categories such as food and kitchen appliances offer a unique opportunity to drive home the application of a product by appealing to Hispanic consumers’ tastes, customs, recipes and food prep culture.
Additionally, internet strategy for active campaigns should be expanded to “digital” strategy, meaning that it should include mobile marketing as a key component. Spanish speaking internet users are largely acculturated, meaning that they have as much or more access to general market search engines and browsers as they do Spanish sites. The same is not true of mobile campaigns. Smartphones are fast becoming the primary gateway to the Internet for less acculturated Hispanic consumers. Low-tech social functions, such as texting, are creating a new frontier for reaching Hispanic consumers.
While all advertising campaigns require a unique approach, one golden rule applies to in-language campaigns just as surely as it applies to general market campaigns: know your consumer and speak directly to them; they will be sure to respond.

  • Share via Facebook 
  • Share via Google 
  • Share via Twitter 
  • Share via Email
  • Share via Reddit 
  • Share via Tumblr

You may also like...

Hispanic PR & Social Media Views

8 Sep, 2011 0 Hispanic PR Blog 0

10 Great Reasons to Attend the Hispanic Television Summit

Multicultural Media News, Race in America

10 Nov, 2009 0 Hispanic PR Blog 0

Ex-NY Post editor sues paper for racism, sexism

Diversity News, Hispanic Excellence

6 Sep, 2013 0 Hispanic PR Blog 0

HolaDoctor Appoints Ivan Salazar Senior Vice President of Technology

Hispanic Organizations News

16 Mar, 2012 0 Hispanic PR Blog 0

Dr. Nicol Turner-Lee Names President & CEO of NAMIC

Hispanic/Multicultural PR Briefs

1 Oct, 2013 0 Hispanic PR Blog 0

General Motors Named Among Latina Style’s 50 Best Companies for Latinas

Diversity News, Hispanic Culture News, Hispanic Market Facts/Research, Hispanic Organizations News, Hispanic/Multicultural PR Briefs

29 Oct, 2014 0 Laurita 0

NHCC elects Wells Fargo exec as chairman of the board

Search

Latinx Newswire

Once México Announces New Leadership


El King Center promueve una campaña para luchar contra la injusticia tras un año de conflictos


The Ad Council and COVID Collaborative Reveal ‘It’s Up To You’ Campaigns to Educate Millions of Americans about COVID-19 Vaccines


View More

Like us on FB

15 Dec, 2020 0 0

Census Bureau Hosts News Briefing to Announce 2020 Demographic Analysis Estimates

9 Dec, 2020 0 0

Consolidated Credit Survey Finds Americans Still Rely on Credit Cards for Holiday Cheer

31 Jul, 2019 1 2

Pew Report: A view of the nation’s future through kindergarten demographics

30 Dec, 2010 143 0

Facebook: Macy’s Kicks Off Million-Dollar Makeover Search

1 Dec, 2013 52 0

Hispanicize 2014 and Media Moves co-hosting special edition Dec. 10 Twitter Party for Hispanic Journalists and Bloggers

8 Oct, 2010 34 1

Talk-Show Host Rocio Sanchez Azuara Hosts ‘Cosas de la Vida’

17 Oct, 2011 24 1

“Becas Univision” Offers Scholarships to Hispanic Students

31 Mar, 2010 22 0

Hispanic PR Leader profile with Miriam Galicia-Duarte, Census Partnership Specialist

11/11media says:

What is your take on Goya PR "Crisis" ?

11/11media says:

I can't wait to see census 2020 numbers, i firmly believe...

Marlis M Sonnen Onstad says:

Hi , I am a fan. I live in Santa Barbara,...

Sofia Lola Salazar says:

This is a big factor for every Latino business it is...

S says:

Y como podemos contactar a el? Gracias/shalom!

brand marketing CEO Diversity education event Events Hispanic Hispanic Advertising Hispanic Business Hispanic community Hispanic culture Hispanic education Hispanic entertainment Hispanic Health Hispanic Heritage Month Hispanicize 2012 Hispanic Market Hispanic Marketing Hispanic Market Research Hispanic Media Hispanic PR Hispanic Public Relations Hispanics Hispanic social media Hispanic Television HPRA latino Latino community Latino market Latino Marketing Latino Media Latino PR Latino Public Relations latinos Latino Television marketing media Miami Multicultural multicultural marketing multicultural PR PR public relations Social Media television

© 2019 Copyright NGL Collective.
Hispanic PR Blog is owned and operated by NGL Collective.

Recent Posts

  • Census Bureau Hosts News Briefing to Announce 2020 Demographic Analysis Estimates 12/15/2020
  • Consolidated Credit Survey Finds Americans Still Rely on Credit Cards for Holiday Cheer 12/09/2020
  • Pew Report: A view of the nation’s future through kindergarten demographics 07/31/2019

NGL Collective Websites

  • NGL Collective
  • Hispanic Kitchen
  • Latina Moms
  • Hispanicize Event
  • EOP Comedy Show

Copyright 2019