Many organizations believe that if they cannot provide their entire website in Spanish for the US Hispanic market, they are better off not doing anything at all. Others have taken the approach of simply translating an English website into Spanish. In fact, an endless number of options exist for organizations looking to develop a Hispanic online program, from a small section of Spanish content to a fully integrated Hispanic online program. Although Hispanic online strategies will differ for each organization, Captura Group has developed a framework for helping organizations identify a strategy for a Hispanic online program that will most effectively accomplish their business objectives while providing value to their Hispanic online users.
The following strategies vary by level of integration and each have unique defining characteristics.
Partial Hispanic Project
- Limited language/cultural conversion of a company’s existing assets, usually via translation
- English-only functionality
- Not comparable to general market offering
Proactive Hispanic Initiative
- Development of new in-language and in-culture online assets
- Some Spanish functionality
- Limited Hispanic online advertising
Integrated Hispanic Program
- Standalone and integrated Hispanic online experience
- Comparable to general marketing offering
- Consistently maintained and updated
- Targeted Hispanic online advertising
Determining the Hispanic online strategy that is best for your company and developing an ROI-driven Hispanic interactive program are the first steps in succeeding in the Hispanic online market. It is critical to understand what your Hispanic online users want from your organization and assess what type of Hispanic online program you can support. See how we have approached this challenge to help leading companies and organizations succeed in the Hispanic online market.
Interested in learning more about the Hispanic online market? Read Captura Group's Hispanic online marketing blog or contact us for more information about the Hispanic online market opportunity.