Did you know that if the Hispanic market in the United States were a standalone country, it would rank among the top 20 economies in the world? Nataly Kelly, VP of Market Development at Smartling Inc., looks at the challenges of addressing this critical and fast-growing market. U.S. Latinos have amassed an estimated $1.2 trillion in purchasing power, yet many businesses struggle to address this critical and fast-growing market, and the challenge is becoming more complex. As the Latino market expands, it is increasingly characterized by a diversity of nationalities and ethnicities. Technology use, media preferences, and product consumption among this segment do not mirror the broader market trends, which means that marketers cannot always apply the same techniques they use for other groups. Language preferences and culturally relevant content also play important roles.