Ruby Rizo from Bromley
There’s a blog post over at Multimedia Jounalism on a talk by Ruby Rizo from Bromley that talks mostly about Hispanic audience segmentation and also throws in the misconception that Hispanics are not online.
But the interesting thing was this part:
I had previously thought all that needed to be done to translate a brands marketing to a different culture was actual translation of the language. This is another misconception. As Rizo explained, for a brand to be successful, they cannot simply do a Spanish voice over an already existing TV commercial, “the ad needs to resonate and connect with your consumer.”
I hear multicultural advertisers harp on this all the time, but I kind of assumed that nobody really thought that Hispanic advertising was just translation work. Turns out I was wrong. There’s more work to be done on educating the market.