A media expert argues that a “one-size-fits-all” approach Hispanic-oriented marketing won’t cut it anymore.

As we have already pointed out in this blog, Spanish language translation is not enough to target Hispanic-American consumers.

Of course, it’s a start. But cultural considerations also need to be taken into account. The problem is – which ones?

In a blog post predicting the “end of the Hispanic advertising agency as we know it,” media expert Juan Aceves suggests that as Hispanic consumers are gaining buying power, their marketing profile is also becoming more elusive.

“We are also not a race, but more of an ethnic group comprised of many countries of origin, each with its own regional segmentations due to education, economic status, political affiliation, religion, among others,” writes Aceves…”we cannot be grouped together into a homogenous group.”

Obviously, people from such diverse background cannot be categorized that easily, which leads Aceves to conclude that specialized “Hispanic advertising agencies” could be anachronistic shortly.

The Spanish language, however, continues to galvanize Americans of Hispanic origins, even when they are bilingual – as many are.

So what is the solution for marketers specializing in reaching out to Hispanics? Aceves argues for the need to go beyond the concept of transforming communication from one language/culture (English/Anglo) to another (Spanish/Latino.)

Successful marketing to Hispanics, in other words, will have to be resolutely bi-cultural from the get-go.

Betty Carlson

See Also

• Language Translation, Inc.
  A leading language translation and interpretation service provider for more than 20 years.