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Succeeding in the Hispanic online market requires a combination
of the best practices of user-centered interactive marketing with
the principles of Hispanic communications. Captura Group’s
interdisciplinary approach combines insights garnered from user research
and the methodology of online user experience development with the
key tenets of the Hispanic in-language and in-culture marketing.
The result is a strategic Hispanic online approach that makes a difference
to your customers and to your business.
The Tenets of Captura Group’s Hispanic In-Language and In-Culture
Online Approach:
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Know
your Hispanic online customer: Who is your
Hispanic online customer and what do they want from your
organization? By identifying your Hispanic target audience
and understanding their specific needs, you will be able
to develop a Hispanic online user experience that provides
value. |
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Respect
cultural differences: The Hispanic market is
not a monolith. Hispanics come from many different countries
of origin and have varied experiences, all which have lead
to a melding of cultural values. Understand their differences,
identify their commonalities and demonstrate respect for
their unique Hispanic experience. |
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Address language
needs: Most marketers think that Hispanic=Spanish.
However, this is not necessarily the case online as the majority
of online Hispanics today prefer English. Nonetheless, the growth
of the Hispanic online market is coming from the Spanish dominant
segment. This presents a challenge, and opportunity, for marketers,
to address Hispanic’s varied language needs through a
bilingual approach.
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Leverage
the online medium: Take advantage of the interactivity
of the online medium to provide a personalized and relevant
Hispanic online experience based on user needs, cultural
values, and language predispositions. |
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