Should Hispanic be marketed as General Market?

One of the key issues marketers are struggling with is the cultural tension between general and Hispanic marketing strategies to reach and engage Hispanic customers so they can grow, make profit and/or make a social impact.  And with limited resources cultural marketing strategies might become an afterthought or the team would default to just translate the general market strategy for the Hispanic customer.

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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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