Monday, July 19, 2010
Spanish-Language Marketing, English-Language Transaction
The impact of this is greater than you might think. Many retailers and marketers who create Hispanic campaigns judge the return on investment based only on sales via the Spanish-language site, without taking sales from the English-language site into account. As a result, they might be in the dark as to just how successful their U.S. Hispanic campaign really was and might abandon their Hispanic campaigns too soon.
Determined to find the most effective means of reaching Spanish-speaking audiences, we decided to use two of our branded products, the Ellezza beauty cream and the Xtreme Bra, as test products. For 18 months, we ran only Spanish-language television ads for these products but maintained English- and Spanish-language search marketing ads and Websites for them.
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