Thursday, May 27, 2010

The Secret to Reaching the Latino Market

Despite the current economic climate, businesses are spending to reach the US Latino market. In fact, more than $5 billion was aimed at that market in 2008, according to TNS Market Intelligence.


And according to the Selig Center for Economic Growth at the University of Georgia's Terry College of Business, the share of buying power that Latinos control will grow to 10%, or $1.4 trillion, of the US total by 2013. That puts Hispanics ahead of all other minority groups, including African Americans.


Accordingly, Hispanics are an important audience for businesses to continue to reach. However, from a language standpoint, doing so is not as simple as you may think.


Ensure Authenticity: Translation vs. Transcreation


Language is used to describe how we experience and see the world. It's about the spoken word and how we interpret what's being said or read. Latinos have a very experiential culture. They are driven by emotion and direct experience. They are not driven by data.


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