Reaching Latin American Audiences with Hispanic SEM

Technology is bringing people together across borders in the Latin American market. More than ever, people in Latin American countries are gaining access to computers and the internet, which means Latin America is slowly coming online. The world wide web used to be a predominantly English speaking environment, but many changes have occurred in the last several years, and now it is common to find blogs, newspapers, and other sources of information and entertainment in nearly any language one can imagine, including Spanish. As a result, the time for Hispanic SEM (search engine marketing) has never been better.

Language, culture and content play a crucial role in what type of people come together. When people share a common language, they share a common culture, and they become more likely to experience a common content on the internet, as well as in real life. Today, there is more Spanish language content on the internet than ever before, which means people in Latin American countries have more opportunities than ever to contact each other and express their shared and unique cultures with each other. Companies and businesses that can tap into such cultural connections with Hispanic search engine marketing and effective communication strategies are at an advantage, as they have access to an audience that has been largely ignored by many businesses and companies in the United States until now.

Business Practices Designed to Effectively Reach Hispanic Audiences

Fortunately, many major marketers have begun adapting their strategies to this new framework through business practices designed to effectively reach Hispanic audiences. A number of techniques that have been shown to be successful in reaching English language audiences are beginning to be applied toward Spanish language audiences, such as targeted ads written in the language of the intended audience, search engines that operate fluidly in the target language, and informative and entertainment based content in the target language. Hispanic SEM/SEO has become far more popular in the last few years than in the last decade, and the results are becoming visible all over the internet. Companies who make efforts to reach out to Spanish language markets are being rewarded with increases in popularity, site hits, advertising revenue, and on and offline attention.

The role of traditional media, social networks, and mobile is also significant in the effort to reach Spanish language audiences with search engine marketing. Social networking sites like Facebook, Twitter, and Myspace have allowed English language audiences to stay connected, share content, and distribute information freely and at the speed of the internet. These technologies are rapidly adopted by younger people in any society, regardless of language, and they are becoming much more popular among Spanish language speakers, both in the United States and in Latin America. Furthermore, technology involving mobile phones and wireless connectivity is enabling people to access the internet no matter where they are, which further increases opportunities for Hispanic marketing. Traditional media such as televisions and newspapers still play a role in effective Hispanic audience marketing, particularly among middle aged and older adults, who may be more hesitant about using the internet for information and entertainment.

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Latin America and Caribbean Ultra-High-Net-Worth Market

If you are a small business owner there're some wonderful opportunities to enter into the same Latin American wealth management industry as many ultra-high-net-worth individual's have already done. Latin American countries have been surpassing their financial expectations for many years, but the recent struggles of the U.S. market has shined more light towards southern counterparts, and they are now being recognized as the beam of financial hope the world needs during a time of uncertainty.

Textiles, commodities, green investing, technology development, and the real estate industries are thriving amongst those that are investing via the ultra-high-net-worth market in Latin America. Integration and development outsourcing companies like Brazil's CPM Braxis and Stefanini IT have found their stocks to be on the rise. Stefanini IT saw their global revenue increase by 32 percent in 2009. And with 36 offices in 16 countries, it doesn't look like they intend to slow down any time soon.

Exploring the Latin American wealth management industry

The U.S. market will be slowly redefining itself over the next few years. Small business owners that are looking for diversity to their investments would be wise to explore the Latin American wealth management industry. As U.S. corporations look for other ways to save money, the Latin American outsourcing market has increased exponentially. Even larger U.S. corporations have started to invest more into the Latin American market.

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This increase in market growth has had a profound affect on the banking industries in the Caribbean and Latin American markets, with large amounts of revenue being deposited from these thriving markets. This trend has also created an even larger and growing ultra-high-net-worth market in those regions and abroad.

Investing in the Latin American wealth management industry

Investing in the Latin American wealth management industry could mean investing in companies based in thriving countries like Brazil, Venezuela, and Mexico. The United States isn't the only country with interests in the Latin American market. Canada's Scotiabank operates in 5 Latin American countries and since 1889, 25 Caribbean and Central America countries.

Sustainables, rising domestic economies, banking, and strong export markets are just a few of the many reasons to invest in Latin American. For an example, Brazil claims to have close too or nearly no foreign debt, which opens the investment door to this thriving market.

For small and medium sized businesses looking to safely and aggressively grow financially, investing in Latin America's wealth management industry is a proven way to maximize your investment through the benefit of rapidly growing domestic regions.

Connect with Hispanic Market Advisors:
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* English to Spanish translation services

Articles related to Latin American markets:
* Latin American Communities in Central and South America
* Cultural nuances in Latin American countries

Marketing to Generation Y In Latin America

We are living in an increasingly global economy. Small business owners can no longer look at marketing their products exclusively to a local community. Immediate profits can be reaped by taking advantage of mobile marketing and online promotion to the Hispanic online market. As emerging markets gain greater access to online communication technology, marketing professionals are investing more effort into reaching generation Y (20 to 28s) in Latin America.

Online marketing to generation Y in Latin America represents a huge untapped opportunity. With low-cost options at just a click of a button, consumers can be empowered to learn about your product, and, with the use of social networking technology, they can even assist you with grassroots promotion of their own. Consumers love to use their social networking accounts to endorse products and deals that they have found online. Often the mobile marketing strategy you employ can even include tools that make the free, grassroots spread of information easier. Marketing professionals are creating more and better ideas for empowering small business owners with fast, attractive ways to spread their product information online each day.

Consumers in generation Y in Latin America are interested in a wide array of products. Whether its buying the best new technology, finding great deals on bulk food items, or purchasing an insurance plan, tech savvy young people are purchasing all kinds of products online from small business owners. The price competition benefits them, while the increase in volume benefits you.

Mobile marketing is one of the most viable channels for quick and powerful spread of consumer choice information. Marketing professionals love how easy and instant the transactions are. It is very easy for a consumer to quickly make a purchase based on information they received through trusted social networking channels on their cell phones. They are also empowered to instantly tell their friends about this great bargain, who can also purchase it quickly in the same way. This is vastly different than the old system of using only complex media that requires traveling across town, or, in some cases, the world, to complete the point of sale.

Generation Y in Latin America has growing purchasing power. Emerging markets have greater access to technology as time passes. As these consumers age, they also gain access to more and more wealth. In this way, an early and active promotion to these consumers is a great long term plan. The earlier you gain access to a critical market, the more consumers will trust you as a quality name. As time passes, these particular markets and consumers will yield more and more business.

Marketing professionals are taking the Hispanic online market very seriously. Small business owners will benefit greatly from targeting generation Y in Latin America. Be sure to stay on the cutting edge of mobile marketing.

For more information, please complete this Hispanic Market Advisors contact form

Related articles you might like:
*The Importance of Hispanics in the Social Media Age
*The Untapped Side Of Hispanic Mobile Marketing
*Capitalizing on the Latin America's Internet Boom

Drive Bilingual Websites with User Research

Small and medium-sized companies that have operations in Spanish speaking countries rely heavily on bilingual websites to drive local business. In order for these websites to be effective, they must be localized in order to appeal to the core demographics of each local community. Many companies make the mistake of simply translating their English website copy into Spanish and find that their sites are not well received by the communities they are attempting to reach. Extensive user research must be coupled with proper translation in order to create bilingual websites that are effective at driving local Hispanic business.

Where to Begin

Before beginning the website design process, small and medium-sized companies would be wise to perform field studies and cultural probes into the communities they wish to reach with their company message. This user research will enable the creation of bilingual websites that are able to resonate with the customs and culture of your local Hispanic audience. When small and medium-sized companies rush into site construction without the necessary understanding of the local culture to which they are attempting to appeal, they suffer the consequences of a website that falls flat and does not generate the additional business activity they had hoped to achieve.

Research is the foundation on which quality bilingual websites are built and accurate information on the various cultures to which you are marketing, will enable your business to create vibrant and relevant online content that is highly likely to increase your sales base within any given region.

User Research

Many small and medium sized companies do not have the manpower necessary to conduct the listening labs and usability tests that are necessary in order to produce relevant bilingual websites. Their overseas communication strategy must therefore include hiring a marketing team that specializes in user research among Hispanic populations. It is important that the marketing company with which you choose to do business understands the nuances of Hispanic culture. This is important because it will ensure that they are using the right marketing tests for the market within each of the local Hispanic communities to which your company would like to appeal.

Continual Learning

Communities evolve over time and it is therefore imperative that your user research continues past the creation of your website. Ongoing learning will keep your website on the cutting edge of any new trends that spring up within your target Hispanic audiences in various communities. This knowledge and understanding will in turn enable your company to keep your website relevant and appealing to your target markets. The time and money invested into the research that will make your company website relevant, will be returned to you in the form of favor with your local market and increased sales potential.

For more information, please complete this Hispanic Market Advisors contact form

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Small Business Tip:How to Operate a Bilingual Site in the US

US Hispanic and Latin American Market or Markets?

It is probably fair to say that many marketers have long since been unsure how to treat the US Hispanic market. It is a large market worth approximately one trillion dollars a year (Nielsen Media Research) is worth reaching, but the fact that there has yet to be a consensus on how to address that market is and therein lies the problem: Is it a completely separate market with its with own unique interests and purchasing needs? Or is it to be treated as an extension of the existing Latin American market? Keep in mind that the Latin American market is itself actually a diverse hodgepodge of cultures and peoples with varying consumption habits.

Let’s start coming to an intelligent and informed answer by taking a look at who actually constitutes the US Hispanic market. Contrary to popular believe this segment isn’t exclusively, or even dominated by, illiterate illegal immigrants. That doesn’t mean that such people don’t exist, but they’re certainly a very minor slice of this rapidly evolving market at this particular point in time. In fact, a 2005 study showed the median US Hispanic household income to be nearly $35,000, lagging only $13,000 a year behind the national average.

Today Latin-American immigrants in the US can be found working in virtually every city, in every occupation and in every socioeconomic stratum. Thinking about them only as low income families probably won’t yield the best marketing results, and may actually offend some middle and upper class Hispanics who might view advertisements with a sharp eye looking for any form of stereotyping. This is decidedly different than the Latin American market(s) where most countries have a very sharp delineation between classes and don’t have much reason to look for stereotyping as a general rule.

Another common misconception is that the US Hispanic market isn’t internet savvy. A 2004 study by eMarketer concluded that Latin-Americans would comprise 8.4% of all US web surfers by 2007. The combination of affordable computers and inexpensive internet access available in virtually every city and town in America makes is hard to understand why any marketer wouldn’t believe that a group would be online based solely upon their ethnicity. Failing to realize this fact alone can cause a company to appear less Hispanic-friendly. Again, this is a sharp contrast to most Latin American markets where Internet usage and computers aren’t nearly as prevalent as they are in the United States.

Don’t get the impression that there is nothing to take away from lessons learned in the Latin American market when it comes to the addressing needs and wants of Latin-Americans. For example, the vast bulk of the current US Hispanic market still shows a strong focus on family values and tradition. These are consistent with those of the Latin American market on the whole, and parallels between the two may prove useful during brainstorming sessions. Don’t, however, assume that what is a good advertisement or campaign for one market will automatically work for both.

Related articles you might like:
*Cultural Nuances in Latin American Countries
*Latin American Communities in Central and South America

Hispanic market in the United States: Myths and Facts

The Hispanic market in the United States is one of the fastest growing markets in North America. The Hispanic and Latino population is growing at an unprecedented pace and bringing untapped business opportunities along with it. Many U.S. companies are already targeting the Spanish-speaking consumer with great success. Some businesses are utilizing bilingual flyers and brochures to get the word out about their products and services, a few have opened Spanish-speaking stores, and others are focusing direct advertising efforts via television, radio, and written media on the Hispanic community. Businesses that want to carve out a market niche have a rare opportunity to be front-line runners in a market that is growing all around them.

One of the best methods of targeting the bilingual or Spanish-speaking consumer is the use of a bilingual website. The Internet will carry the product line or service of a progressive business into the homes of millions of Hispanics that might not otherwise ever be exposed to them. But it's only the businesses that want to take advantage of the growing Hispanic market that will be able to do so.

Understanding Hispanic Consumers

Some businesses make oversimplified and erroneous assumptions about Hispanic consumers. A prevalent myth is that the Hispanic market in the United States is comprised solely of illiterate and financially destitute Mexican nationals from the rural regions of Mexico. This is certainly the case but only to a small degree. The truth of the matter is that Hispanics are working as naturalized citizens the world of business, medical practices, police work, and a host of other well-paying professions and careers.

Another common myth is that Hispanics are unwilling to buy much of anything, preferring instead to keep to themselves to avoid the Border Patrol. Most Hispanics don’t have to worry about law enforcement in the first place and lead much fuller lives than this misconceived notion anyway. Hispanic citizens are alive and well in every facet of U.S. culture and many are looking for places to spend their money.

A third myth is that Hispanics are not capable Internet users. That is far from the truth. The Hispanic market in the United States is discovering the Internet and has become very comfortable with online shopping and advertising. As the Hispanic community has embraced the world of the Web, pocketbooks have likewise opened and a significant amount of money is being spent for online products.

Businesses in the United States that are unwilling or unable to adjust to the demographic changes that are occurring will be left out in the cold. Bilingual websites are generating a lot of traffic and increasing sales of products of every description. It is true that most Hispanics, especially those for whom Spanish is their native tongue, prefer to shop on Spanish-speaking websites. It’s also true that a Spanish website that has been professionally translated with the correct keywords and optimized for the search engines will receive a lot of hits from Spanish-speaking consumers. The expense is minimal and the potential profit margin is high.

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