| Major marketers in the United States have
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| | presence poses one major advantage over
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| recognized the importance of the Hispanic
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| | the old strategies: it provides your
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| Market since the early 1990's. Back
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| | company with unlimited access to the
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| then, only Fortune 500 companies with
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| | potential customers you're looking for,
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| multi-million dollar marketing budgets
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| | as well as the ones who are looking for
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| started targeting this promising vertical
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| | you.Many companies are NOT yet jumping on
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| segment through Hispanic TV, radio, and
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| | the band-wagon with Hispanic relevant
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| print advertising. Although still in its
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| | internet content because they perceive
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| infancy, Hispanic marketing proved to be
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| | the Hispanic Market as being unreachable
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| a crucial facet of many campaigns as
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| | through this medium or not
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| marketers realized that Hispanics consume
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| | technologically savvy. This couldn't be
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| a disproportionate amount of certain
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| | farther from the truth and recent studies
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| products and services in relation to
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| | have proven it. In March 2004, a study by
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| their discretionary income. This is
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| | AOL revealed that 14 million plus
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| especially true for industries that
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| | Hispanics in the United States are using
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| provide a connection to friends and
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| | the internet. Moreover, about 20% of
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| family back home- such as
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| | that number had just connected to the
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| telecommunications, wire-transfer
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| | internet in the six months prior to the
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| services, and travel related
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| | study! When the Study surveyed Hispanics
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| services.Back then I was part of a newly
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| | who were not yet online they found that
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| developed Hispanic Marketing Team at
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| | over 50% of them expected to have an
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| AT&T. AT&T had realized that targeting
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| | online connection within the next couple
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| this emerging vertical would mean access
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| | of years. These numbers are staggering.
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| to customers who spend almost twice as
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| | The Hispanic Market is surfing the web in
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| much as the general market on traditional
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| | increasing numbers, and only companies
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| long distance. Although AT&T had been
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| | that cater to their specific internet
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| somewhat successful in reaching this
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| | habits will reap the benefits of this
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| market through traditional media, it had
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| | lucrative segment.So how can YOUR
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| not made any significant inroads in
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| | business capitalize on this
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| reaching Hispanics through direct
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| | phenomenon?Above all, you have to know
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| marketing.My challenge at AT&T was to
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| | your market. This means understanding who
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| develop new and innovative strategies to
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| | your potential customers are and how they
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| reach Hispanics in order to curb the
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| | use the internet. The Hispanic market
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| attrition that was occurring as a result
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| | spans over a huge demographic. In order
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| of major competitors' aggressive efforts
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| | to attract traffic and custom-tailor your
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| in this market. One of the most valuable
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| | content, you have to be familiar with
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| lessons that I learned was that in order
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| | your target market's countries of origin,
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| to acquire and retain these valuable
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| | language preference, income level, and a
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| customers, you need to present them with
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| | number of other varying factors that may
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| culturally relevant information in their
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| | pertain specifically to your product or
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| own language. It was not enough to
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| | service. If you aren't an expert in this
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| translate materials that were designed
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| | field, make sure that you perform very
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| with the needs and interests of the
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| | thorough research, or hire the services
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| general market in mind. This revelation
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| | of a professional web marketing firm that
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| proved to be a very profitable one! Once
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| | specializes in the Hispanic market.Don't
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| we started developing culturally relevant
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| | waste your efforts or risk your
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| copy in Spanish targeted at these
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| | reputation- you will only attract
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| specific segments, we managed to stem the
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| | customers from a particular segment if
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| attrition from the competitors and our
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| | your message rings true to them. Go for
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| direct mail response rates went through
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| | the "low hanging fruit." The Hispanic
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| the roof. Hispanics were not used to
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| | market has reached critical mass and is
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| receiving mail in Spanish that had them
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| | there for the taking for those companies
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| specifically in mind. It was not unusual
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| | that are smart enough to realize it. If
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| to have response rates of 5% to 10% when
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| | you do it right - you will reap the
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| traditional general market response rates
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| | benefits.Rick Caraballo is the author of
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| were only 1% to 2%.Although much has
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| | this article and the CEO of Avance Web
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| changed in this market over the last ten
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| | Marketing- a South Florida Web Marketing
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| years- with the advent of the internet as
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| | Firm. An expert in Hispanic Marketing and
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| a new medium to reach this segment- many
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| | E-Business Services, Rick has over 20
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| things remain the same. Hispanics still
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| | years of marketing and business
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| want and need Hispanic-relevant content
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| | experience, including VP of Marketing and
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| and copy in order to make informed
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| | Business Development for an internet
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| purchase decisions. The internet hosts a
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| | company, as well as executive marketing
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| wealth of opportunities to access
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| | positions at companies such as AT&T,
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| cultural markets in the same way that the
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| | Verizon Wireless, and First Data. Rick
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| direct marketing of the early nineties
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| | has an MBA in Marketing from Baruch
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| did. But a strong internet marketing
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| | College in NY.
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