MERCADEO Versión en español
eMarketer report highlights the importance of cultural connection in Hispanic marketing
Patricia Molina| 20 de agosto de 2014
Ser capaz de moverse entre los dos idiomas crea una gama de opciones para los hispanos
Most Hispanics speak English and Spanish at some degree; but more than language, research suggests that keeping a connection to the Hispanic culture in advertising is essential. The new eMarketer report English vs. Spanish: Language Choices in Hispanic Marketing ratifies this.A February 2014 study conducted by Horowitz Associates examined the use of traditional and new media for Hispanics in the United States. The survey revealed that three of every four hours was dedicated to English channels. However, about two-thirds said to be connected with the Hispanic culture was important. This connection was reduced, however, when English language orientation was increased.The complexity of measuring emotional response to advertising makes it difficult to draw conclusive thoughts. But executives and marketers often talk about the emotional impact of advertising in Spanish.Andy Hasselwander, VP of product development and professional services in Latinum Network, said: “The language will always be vital, the number of bilingual consumers continue to grow and the emotional connection will remain important.”Being able to move between the two languages creates a range of options for Hispanics and a great challenge for marketers. For Joe Gutierrez, Director and Head of Strategic Planning at Pinta, the connection with the consumers’ culture creates a moving target for marketers.
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