- Author: Craig Witt, Media post Columnist
Many businesses are already aware of the need to market to the growing Hispanic population in the U.S. in their preferred language. But what is that preferred language? Is it Spanish, English, or a fusion of the two, also known as Spanglish?
This is a very important question that each business must answer in order to reach the highly sought-after B2B market. The answer is more complicated than you think.
Nuanced Expectations for B2B Customers
Because Hispanic millennials in the U.S. use both English and Spanish, marketers often recommend using Spanglish to reach them. However, this marketing is often targeted to retail consumers, not business buyers, and B2B communication is vastly...