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 leverages an interdisciplinary approach that 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 has generated long term value for our clients.
The principles of Captura Group’s Hispanic in-language and in-culture online approach include:
- Understanding your Hispanic online customer: Who is your Hispanic online customer and how can your organization provide value to them? By identifying your Hispanic online target audience and understanding their specific needs, you will be able to develop a Hispanic online user experience that resonates with them and drives business objectives.
- Respecting cultural differences: The Hispanic market is not a monolith. Hispanics come from many different countries of origin and have varied needs and 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.
- Addressing language needs: Most marketers think that Hispanic=Spanish. However, this is not necessarily the case online as many 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.
- Leveraging the online medium: Take advantage of the interactivity and social connectivity of the Internet to provide a personalized and relevant Hispanic online experience based on user needs, cultural values, and language predispositions.
Interested in learning more about the Hispanic online market? Read Captura Group's Hispanic online marketing blog or contact us for more information.
