Hispanics are playing an important role in U.S. business success. As of today, they are the second-largest consumer market, and it is estimated that their purchasing power will increase 50 percent by 2015 to $1.5 trillion.

“Understanding their culture is the key to engaging with Hispanics. This is the main reason why doing a straight translation of your advertising will routinely fall short. It neglects Hispanic cultural nuances — and that can be an offensive oversight to the target audience,” writes Hernan Tagliani in his column.

Read the complete column here.