Why Read This
Companies claim to be serious about their Hispanic customers, but most fail to serve them well online. If you're serious about reaching online Hispanics, you must build a Spanish-language Web site. Follow three key steps to evaluate your opportunity: 1) Size your market for online Spanish-preferring consumers; 2) master new consumer profiles; and 3) commit to a multichannel Spanish-language service. This opportunity will only expand as this fast-growing consumer segment comes online.