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Succeeding in the Hispanic online market requires a strategic, interdisciplinary approach that combines the best practices of interactive marketing with the principles of Hispanic in-language and in-culture marketing. In order to connect with Hispanics online and accomplish business objectives while providing stakeholder value, companies should consider the following best practice principles in Hispanic online user experience development:

Hispanic Online Best Practices
1.
In-Language – online communications must address Hispanic’s language preferences and ideally be in both English and Spanish to most effectively address online Hispanic’s varied language preferences
2.
In-Culture – regardless of language used, experience must be culturally relevant to achieve an emotional connection with Hispanics
3.
 Access - enable users to access the Hispanic site through prominent access on general market sites
4.
 Hispanic URL Strategy – use a stand-alone Hispanic URL for marketing and search engine optimization purposes
5.
 Comparability and Maintenance – ensure that your Hispanic site is as comparable as possible to your general market site while consistently evolving and maintaining it
6.
 Notification – manage user expectation by providing notice when a user is going to navigate to an English-only area or external site
7.
 Toggle – enable users to toggle between English and Spanish sites if available
8.
 Interactive Features and Functionality – provide essential interactive features and functionality, especially print and share/email functionality
9.
 Integrated Hispanic Operations and Marketing – integrate Hispanic online initiative with internal infrastructure and external consumer touch points
10.
 Hispanic Online Marketing – consider out-of-the-box solutions to reach Hispanics online

Learn about how Captura Group’s Hispanic in-language and in-culture online solutions can enable you to connect with Hispanics online.
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