Are U.S. marketers were doing enough to connect with Hispanics via Spanish-language sites? For now, the answer appears to be no. According to AOL's Hispanic Cyberstudy, one-quarter of Hispanic Internet users say they could not do all the same things on a Spanish-language site that they could do on the corresponding English-language site. About 8.8% felt they got better deals on English-language sites, too. If brands are going to connect online with one of the country's fastest growing demographics, they are going to have to create equally engaging experiences in both English and Spanish. Those who do will find their efforts rewarded by more positive word of mouth and higher brand loyalty.
To find out more about digital marketing and eMarketer's report "Why Brands Need to Mind Their Language Efforts Online," click here.
Published in Brief: