A lot of businesses think that using a text translator is more than enough to respond to their business needs.
There is no shortage of cringe worthy Spanish copy in websites, mistakes galore, and communications that are clearly not developed by someone with mastery of the language or who is a native speaker. As Latinos, we’re very familiar with this and it’s often a one-way ticket for us to look for another option, because if that’s the effort to speak to us, there aren’t much expectations for service with a sonrisa. The main issue is that lack of effort means lost business…and we’re not talking a couple of bucks.
There are stereotypes of what Hispanics are or even should be and the reality is that it’s more complex than that. Although median salaries continue to be lower than other demographics, they continue to increase for Hispanics in the U.S. and there’s no sign of that letting up. Every year, figures go up in regard to U.S. Hispanics completing higher levels of education. It’s a demographic that is hitting its stride and has an ever-growing acquisitive potential, making marketing to Hispanic consumers an essential part of a lot of strategies for a lot of businesses.