By Jennie Rodriguez - Vida En El Valle
September 2010 Front page
STOCKTON -- There may be a misconception that the Internet is not an effective medium for reaching the Latino market, that the Spanish-speaking population is just not accessing it, whether for economic reasons or for a lack of computer knowledge.
But that is not necessarily true, said Steve Morales, owner of Mayaco Marketing & Internet, a Stockton-based company that provides website development (including in Spanish); e-mail marketing services; and search engine optimization to increase website visibility in search engine results.
Five years ago, only 51 percent of Latinos were surfing the net, said Morales, who has been in the Internet marketing business for nearly 15 years. At that time, Internet marketing was in its beginning stages.
He said experts believe by the end of 2010, 71 percent of Latino adults and 72 percent of Latino children will be using the Internet.
In addition, he said, studies show that some Latino children tend to do research for their Spanish-speaking parents.
However, the problem Morales encounters when it comes to access is that the information available is not always offered in Spanish. And without it, businesses have a disadvantage in reaching the Latino market.
"By having information on a website in Spanish you get to talk directly to the decision maker," said Morales, 51. "You no longer have your information filtered by a third person.
"Also, to me, people just deserve it. We can't take people for granted."
At the same time, Morales said, many Latino businesses have been slow to join the Internet age.
He said these days Internet marketing has proven to be more effective than the conventional ways, such as direct mail and phone book ads.
For example, Mayaco launched an e-mail marketing campaign for Micke Grove Zoo in May for its newly-arrived Lorikeet exhibit.
"They said it was the largest response they had ever seen in the zoo's history," Morales said.
"It's almost like if you are not online, you don't exist," Morales said. "If people can't find your website, they get frustrated."
Morales, in fact, is working on a solution through Entravision Communications Corporation that benefits local businesses trying to reach Latinos.
Scheduled to launch on Oct. 28, the portal will offer businesses a space to market their business in Spanish for $100 per month. He said the central website will offer businesses search engine optimization and the ability to upload photos and videos.
"It's going to be an exciting time for locals," Morales said. "There is going to be a time when the Latino population is going to be properly represented on the Internet."