Pete Blackshaw, Executive VP of Neilsen Online Digital Strategic Services, wrote an excellent article in Advertising Age on the surprising lack of Spanish-language content on the Internet, "even for brands where Hispanics or Latinos dominate the buyer or emerging buyer set," as Pete says.
He mentions companies that do get it, like Wendys and Home Depot, and some of the big brands that have some Spanish-language content including Coke, Kraft, McDonalds and Pepsi. However, the content for these larger brands is not always easily accessible.
Pete points out that winning with Hispanics and Latinos will require much more than just a Cinco de Mayo or Hispanic Heritage month event. It will require Spanish-language advertising and enabling in-language feedback and the use of new techniques, such as video, to better communicate key messages.
With the quickly growing online audience and the fact that Hipanics are more brand loyal than non-Hispanic white consumers, Pete is right on target when he says that "What's most important is that we dignify all consumers with whom we have a loyalty or advocacy-driving opportunity."
Read full article on AdAge
