Are you telling your story in a culturally relevant way to Hispanics?
Recently, while talking with a colleague she expressed her frustration about how Spanish translations become the default tactic to address the Latino audience. Although I can understand the efficiency justification - time and budget -a one-size-fits all strategy is a risky proposition and can produce less than expected results. Attention is waning and is more difficult to secure than ever, and the questions the Latino audience are asking- is this for me, are you talking to me? Only translating general market messages and creative into Spanish might miss the mark to connect with your Latino audience.
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