When planning their Hispanic digital strategy, many companies tend to use a three-phased approach:
- Create a basic Spanish version of the website.
- Full blast Spanish site in terms of content and functionality.
- Develop specific Hispanic digital platforms.
The problem is that, as with many phased plans, if you don’t see immediate results, chances are phase three will never come to happen. And that’s truer of Hispanic online than any other marketing program.
Language cannot be the driver of your digital strategy nor can it be content by itself. Brands must understand Latino’s realities and provide experiences that go beyond a “Spanish version.”
Read the entire article at ClickZ.