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:
1.
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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
Operations and Marketing – integrate Hispanic
online initiative with internal infrastructure and external
consumer touch points |
10. |
Hispanic Online Advertising
– consider out-of-the-box solutions to reach Hispanics
online |
Click here
to 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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