Spanish-speakers can be found around the world in dozens of different countries – from Cuba to Argentina to Spain – each with unique dialects. With over 400 million Spanish-speakers worldwide, the Hispanic market is anything but a niche anymore for businesses. In the U.S., it is a group with $976 billion in spending power. (Hispanic Trends, Mar08)

According to marketing industry publication, Deliver magazine, “Marketing departments now recognize Latinos as upwardly mobile, loyal, and tech-savvy consumers – characteristics that appeal to any consumer good or service company.” U.S. businesses across all industries are focusing more and more on the rapidly growing Hispanic market through targeted advertising spending and customized products.

Reaching this demographic and getting Hispanic consumers to hit the “buy” button is dependent on a marketer’s ability to leverage language, lifestyle, and other cultural cues. There are several articles and studies focusing on the variety of sub-groups within the big bucket labeled “Hispanic.” For example, a Hispanic or Latino from Mexico will have different cultural references and slang/terminologies than someone from Peru.

And language is still a factor. Because immigrants often locate to specific areas populated with others from their native countries, some can live in the U.S. for years without becoming fluent in English. Others may speak English but feel more comfortable in Spanish.

The ‘bottom line’ for your bottom line - language is a tie that binds. But remember, if you distribute translated marketing collateral or localize your website for Spanish and have non-Spanish speaking reps taking customers calls, you’re not going to get very far. If you solicit to potential consumers in Spanish, you have to deliver in Spanish.

Find out more
For information about translating marketing materials or localizing your website for Spanish, contact us.

SOURCES:
U.S. Census Bureau
Hispanic Business magazine