American and Latinos

People often ask me if they should be marketing to Latinos in English or in Spanish. We definitely see higher CTRs with Spanish language creative, but I want to suggest the following: my experience in the US is a decidedly bicultural and bilingual one – I speak and am spoken to in both English and Spanish. I read content in both languages, and watch or listen to both Spanish and English language TV and radio. I respond to advertising in either language, but what catches my eye is advertising showing Latin people or highlighting Latin culture.

Beyond translating a general market ad to Spanish (which should always be done carefully), there are ads that are targeted to Latinos specifically. When I see those in Spanish, I am happy that the advertiser recognizes the Latin market and has taken the time (and spent the money) to create something meant to appeal to me/

When I see those in both Spanish and English, I feel something more – like the advertiser understands something about me and my experience in this country. I don’t know if you can quantify the effect of that feeling, but it goes in the mix when I decide what product or service I am going to buy.