Jordan Woods from SpanishDict.com: Hispanics are not a monolithic market segment

Jordan Woods, Ad Sales Director at SpanishDict.com, a Spanish-English dictionary, revealed important keys to communicate with the Hispanic audience in the U.S. “Hispanics are not a monolithic market segment; not all speak the same language nor visit the same web sites. After years of limited success, these cultural nuances are being addressed by major advertisers such as Kellog. Still, many advertisers continue to struggle. Success in the market will largely be determined by how well advertisers understand U.S. Hispanics” stated Woods.The executive feels that, unlike general market initiatives where advertisers use a hyperspecific criteria, Hispanic campaigns lack direction, specially when it comes to language. “The myth that Spanish-only ads are the key to effectiveness has long been refuted. It all depends on who is viewing the ad” he said.Woods suggests that segmenting campaigns by age and geography is especially important in the Hispanic market, since there is a great disparity in English proficiency: in San Antonio, 81% is proficient in English, whereas in Miami, only 51% is.”Hispanics engage more with ads than non-Hispanics. Give them something to engage with and boost your brand. With U.S. Hispanic buying power nearing US$1.3 trillion, it is the new digital frontier. Savvy brands recognize the opportunity and pioneer a new relationship with a vast and growing market” he ended.