Succeeding in the Hispanic online market requires a strategic, interdisciplinary approach that combines the best practices of interactive marketing with the principles of Hispanic in-language and in-culture communications. In order to connect with Hispanics online and accomplish business objectives, companies should consider the following Hispanic online best practices:

1. In-Language – online communications must address Hispanic’s language preferences and ideally be in both English and Spanish

2. In-Culture – regardless of language the user experience must be culturally relevant to achieve an emotional connection with Hispanics

3. Access – Hispanic users should be able to access Hispanic sites through prominent access on general market sites

4. Hispanic URL Strategy –stand-alone Hispanic URL’s should be used for marketing and search engine optimization purposes

5. Comparability and Maintenance –Hispanic site should be as comparable as possible to general market sites while being consistently evolved and maintained

6. Notification – Hispanic user expectations should be managed through proactive notification if a user navigates from Spanish to English-only content

7. Toggle – enable users to toggle between English and Spanish sites if available

8. Interactive Features and Functionality – provide essential interactive features and functionality, especially print and share/email functionality

9. Integrated Hispanic Operations and Marketing – integrate Hispanic online initiative with internal infrastructure and external consumer touch points

10. Hispanic Online Marketing – consider out-of-the-box solutions to reach Hispanics online

Interested in learning more about the Hispanic online market? Read Captura Group's Hispanic online marketing blog or contact us for more information about the Hispanic online market opportunity.