What is the importance of bilingual marketing?
Bilingual marketing is the way of the future. I think in the past years there was an emphasis on using the Spanish language. But that was because marketers assumed that the [community] tuned in only to Spanish-language media. We are finding that more and more Hispanics are spending a lot of time with both English and Spanish media. And there are families where the kids are bilingual; they speak English, and their mother speaks mostly Spanish, and the father speaks more English than Spanish, and the grandparents are completely Spanish dominant, and extended-family members vary in their linguistic ability. So being bilingual is more effective and it is a way to emphasize culture. How can a small business cater to the Hispanic market? Small businesses have been very slow to cater to the Hispanic consumer. They generally don’t have the resources. There are some exceptions because some of them come from the community and can empathize with the market without doing a lot of research. One of
