"Bridging the Hispanic Gap"

I'm following Ad Age on Twitter, and they posted a link to an interesting article on standardizing the URLs of the Spanish versions of company websites:

http://adage.com/bigtent/post?article_id=13513

The idea of Hispanic marketing is very interesting to me, because I have to wonder how often companies use the right dialect to reach the Latino community. Spanish dialects vary so much that they almost seem like different languages. I think that the Spanish being taught in classrooms is the dialect from Spain, but is that dialect really useful for Hispanic advertising in Florida--or the south in general?