VivirLatino

AOL targeting growing Latino market online

19:30 H | Topics: Internet - Marketing

I've often questioned why there isn't a more decent offering online for Latinos. In fact, when VL was created, it was partly born of that question. I've asked time and time again why -- in spite of compelling data that shows that Latinos are online en masse -- online businesses don't make more of an effort to extend their tailor their services to the Latino market.

This may end up being a blip on the screen given AOL's decline in popularity, but the company has just re-launched AOL Latino:

AOL has opened its Spanish language services to the general public through the launch of the new AOL Latino, complete with search (powered by Google), antivirus, antispam, email, instant messaging, blogs, photo sharing (AOL Latino Fotos) and calendars.The site offers more than twenty areas of Spanish and bilingual content and will cover original news articles from Spanish language news sources like EFE, Nomex, and the Associated Press, plus music from artists like Daddy Yankee, Ricky Martin and RBD in the “Sessiones @ AOL” section, and updates about the latest Hispanic Hollywood celebrities like America Ferrera, Sofia Vergara and George Lopez. The site also features a community area called Tu Gente complete with blogs, message boards, and chat.

Who will use AOL Latino? I'm not sure, since I don't know anyone who uses AOL non-Latino. What it all comes down to is offering great content that they can't find anywhere else, which will keep them coming back for more.

One company that's doing it incredibly well isn't a portal at all: Apple's iTunes Latino has impressed me. I love Apple products, but I predicted that they would slap "Latino" on iTunes, translate it and voilá. Apple went above and beyond; they've researched the various Latino music genres, history, etc. and created playlists that I would buy without even listening to: an essential history of Argentine rock, for example. Upon closer inspection, they got it right. They did their homework. They've also done a great job in getting hot Latino celebs on board to share their personal playlists, including Julieta Venegas and Ozomatli.

If AOL can give Latino consumers half the quality that Apple does in the online music sector, they'll be just fine.

Via / Adotas

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