Marketing to Hispanics – using the right words
Posted by Elena del Valle on May 31, 2006
By Juan Manuel Colome, founder and president, Infoseek Technologies Inc.
Juan Manuel Colome, founder and president, Infoseek Technologies Inc.
Photo: Infoseek Technologies Inc.
Hispanics are one of the fastest growing segments of the U.S. population and they are open to direct marketing offers. This year, there are 43 million Hispanics in the U.S. and nearly 4 million in Puerto Rico. But you have to talk to them with the right words. The Hispanic market has been riding the headlines for the past couple of years as one of the fastest growing sectors of marketing.
According to the third annual AOL/Roper U.S. Hispanic Cyberstudy, Hispanics are entering cyberspace at rapid pace with over 14 million US Hispanics online. Yet the companies successfully targeting them online in the direct response arena are few and far between.
Why is it that something which seems like such low hanging fruit is so difficult to make successful?