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Reaching the Hispanic Market

Given that Hispanics are such a diverse group, assuming a one-size-fits all approach would be quite inaccurate. It is 2018 and  although I wrote about  how to reach  the  Hispanic Market in an earlier post, there have been many factors that have remained constant and others that have changed a bit.  For example, although Hispanics still remain a large untapped market projected to grow  to 10.6 million in 2050,  its growth  is not due to immigration but rather  a growth in the US born Hispanic population.

Although  US- born and fully bilingual, their family influence and that of their peers, keeps them connected with their Latino culture and Hispanic heritage. Therefore,

  • language
  • family
  • culture are very important in the Latino community.

Latinos respond  and relate to ads that are culturally relevant to them, and as a result speak directly to their needs and wants. This cultural relevancy is done by not clustering them as “Hispanic” but rather accentuating the group’s diversity by avoiding stereotypes and cultural inaccuracies .

What makes this change interesting is that although acculturated Hispanics   mostly bilingual , they  are increasingly streaming Spanish language content in sites like Netflix.

Yet, marketers still have a problem reaching Hispanics simply because they lack this “cultural awareness” and still categorize Latino culture as a whole rather than a diverse group.

As a translator specializing  in the Hispanic market, I accentuate these cultural  differences within the translations and adapt the copy to them by using cross- cultural and localization techniques, and as a result conveying a message that is easily understood and responds to favorably.

  • As a result, brands that cater to this cultural difference in their advertising copy are more likely to have brand loyalty by the Hispanic consumer.

I work with  market research companies who struggle with  marketers trying to tap the Hispanic market  and would like to  position a product or service to this highly under serviced and untapped market.  By using cross- cultural communication and localization techniques , I establish cultural relevancy through  language  thereby diminishing generalizations and stereotypes for Hispanic cultural groups.

What makes this group so inviting to marketers

 

  • young
  • with large disposable incomes
  • tech-savvy, and highly involved in social media

 

Hispanics tend to engage in and are more active in social media than any other group combined.

Hispanic consumer behavior in that  they are also inclined to buy online and stay longer time browsing the internet through their mobile devices.

 

Would you like to know more? Hire me for for your web content, articles, or translations targeted  to your Hispanic audience. I could help you translate  or write your copy and begin attracting more visitors to your website and converting them into buyers. You may contact us at teresacuervo@teresacuervo.com.

 

What Our Customers Are Saying

Don’t just take it from us, let our customers do the talking!

 

“As part of a graduate-level internship, Teresa Cuervo worked closely with a Spanish translation group at the National Hurricane Center (NHC) in Miami during the summer 2011.  During this time, she reviewed a large volume of content from the NHC web site translated into Spanish by the translation group at NHC as well as a small group of FIU undergraduate students in Meteorology.  In Teresa devoted in excess of 120 work hours over a 2-month period to proofing translations in the operational products section of the NHC web site, well more than what was necessary the requirement for her coursework.  Her tireless work and attention to detail has ensured the highest quality of the translated material/documents that are soon to debut on NHC’s Spanish-only web site.

Todd Kimberlain

Senior Forecaster at the National Hurricane Center    Miami, FL

 

My company used Teresa for translation services and we were very happy with the results. She is professional and provided service in a timely manner. If you are considering Teresa for a project, I would recommend her. “

Michelle Sachnin

Sales and Marketing Manager

SafeHands, LLC

 

“I have had the pleasure of knowing Teresa for a little over two years. She impressed me with her curiosity, determination willingness to help, and the knowledge she nonchalantly dispensed at our social meetings.

We frequently speak in Portuguese, a language she commands with the same ease as English and Spanish. Teresa is a dedicated member of the Association of Translators and Interpreters of Florida (ATIF) and is one of our volunteers, having served in the Nominations Committee for the 2013 Board elections.

I feel confident recommending Teresa to my clients when I am not available, which I have done a few times already.

Teresa will be an addition to any translation team.”

Giovanna L. Lester, C.T.

giolester@translanguage.net

www.translanguage.net

 

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