Hispanics have challenge in marketing to Hispanics

In the "duh" category for today is an AP story on a U.S. Hispanic Chamber of Commerce workshop on Hispanic marketing that outlined the challenges Hispanics are having in marketing to Hispanics.

The article says, "Hispanic-owned businesses are finding that just because they share a language doesn't mean they automatically know how to market effectively to their own. "

Why is this a "duh" issue in my opinion? Because, as I've mentioned numerous times, just being Hispanic is not enough. You still need to know a little something about how to market to Hispanics.

The fact that Hispanic-owned companies are finding this issue as a great challenge should be an eye opener to general market companies who think that they can effectively reach Hispanics by just hiring one or by just translating what they have to Spanish.