The buying power of Hispanic Americans has grown from $210 billion in 1990 to $3.6 trillion today. For many marketers, the 62 million Americans who identify as Hispanic—19% of the total U.S. population—are an audience worth targeting directly.
To effectively reach the hearts and minds of Hispanic Americans, companies need to go beyond simply translating words from English to Spanish. They should focus on transcreation, a growing area of marketing that adapts messages to resonate with different cultures.
Poor transcreation can be harmful to your brand, as seen in these examples:
Failing to adapt messages culturally can damage brand credibility, cause consumers to mock a brand, or ruin a brand’s reputation within a particular community. It’s important to note that even within the Hispanic market, localization is crucial. A campaign created for a Mexican audience, for example, would likely fall flat if it were deployed to Dominicans who are culturally different and have different customs and dialects.
For effective transcreation, marketers must choose a partner whose transcreation professionals are members of the target culture, understand the culture’s buying behaviors and motivations, and have expertise in the relevant market sector, such as healthcare, education, or financial services.
If you’re ready to reach the global audience in your own backyard, BOUNCE can help. Our team of native Spanish speakers from a wide range of Latin American countries all over the world has the linguistic and cultural competence to help you develop effective, unified, marketing content for Hispanic audiences in the US.
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