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BizReport : Advertising : May 01, 2015

Expert: How to engage Hispanic shoppers

If your organization only does business in the U.S., you may think you don't need to worry about providing multilingual websites, mobile apps and other digital content to your customers. But this is a major misperception, according to one expert.

by Kristina Knight

Delivering high-quality native-language content to your multicultural customers in the U.S. is just as important as targeting multilingual consumers around the world. And, in the U.S., the Hispanic population should be a priority demographic targeted in your marketing efforts.

According to the US Census Bureau there are 54 million Hispanic residents in the US, with buying power predicted to surpass $1 trillion this year. That makes the Hispanic population very important for advertisers, and according to one expert part of that connection will come from speaking the right language.

"Just because your customers live in the U.S. doesn't mean they prefer English-language content. Multicultural audiences still have their own favored languages, styles and customs. Localizing your website, mobile app, digital content and other marketing efforts for the Hispanic community - a demographic with tremendous purchasing power - will put you well on your way to exponential growth. And that's a significant achievement to celebrate this Cinco de Mayo," said Judd Marcello, Vice President of Marketing, Smartling.

Marcello says multi-lingual content is key for engagement, but it isn't just about translating a campaign from English to Spanish. Translation, of course, is a huge part of it, but more than that marketers need to think local and offer options for connection.

"Only pursue translation projects when you have the necessary time, budget and resources to devote to them. If you can't do it right, hold off. And, if you do develop a translated website or mobile app, don't neglect it. Continually update it with relevant content and messaging, just as you would your English-language site or app," said Marcello. "While localizing websites, Web apps, mobile apps and other digital content is a good idea, it's okay to start small. You don't have to localize every piece of content into every language your consumers speak from the start. Even just localizing one piece of content into one language will yield tremendous return on investment, and you can build out your portfolio from there."

More from Judd and Smartling next week, including his best practices for engaging Hispanic consumers.

Tags: advertising, ecommerce, Hispanic advertising trends, Hispanic demographic, Smartling

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