Making e-commerce more attractive to a Hispanic audience

01/22/2010 | MediaPost Communications

Marketers whose long-term strategy involves engaging Hispanics online need to figure out a way to get the demographic group to be more comfortable with e-commerce, according to the author of this opinion piece, Marcelino Miyares, the director of direct-response agency Mercury en Espanol. "While Hispanics are online at roughly the same usage rates as the general market, e-commerce has remained underdeveloped," he writes. "The reason for this is that Hispanic consumer confidence in online transactions remains low."

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