Globalization of the Spanish-language Internet

Localization & Internationalization Minneapolis Interactive Marketing Association Joe Kutchera dotGlobal Joe@Kutchera.net

Overview  Challenge or Opportunity?  Case Study: The Home Depot vs. Best Buy  Country specific or global sites?  Global Trends  Growth of Spanish-language Internet  Solutions  Media Planning Check List  Global e-commerce  Your Questions

dotGlobal • Global e-Commerce Strategies: g-commerce • International Media Sales Development

Challenge or Opportunity? Globalization of shopping and content Case Study:

“They were not customers or even potential customers, because [The Home Depot] did not have stores there and we don’t ship out of the country.” (The Home Depot has 75 stores in Mexico.)

“We hear employees telling us that people are coming in with printouts from the Spanish web page.” “We are trying some different things that would allow customers who are shopping from outside of the U.S. to “We are seeing a lot of traffic coming make easy payments using from Mexico, Venezuela, Spain and international credit cards and then Brazil.” pick up [at Best Buy stores] in the U.S. if they are planning a trip.”

“A look at the top-50 ostensibly U.S. websites shows that many are getting more traffic from abroad than from the U.S. The New York Times gets 42% of its visitors from abroad, Twitter 51%, YouTube 81% and Facebook 82%.” "The concept of global centralized buying for media owners is sexy," Blake Chandlee of Facebook said. "But the reality of it is that most of these organizations have channel conflicts and internal feuding."

How do U.S. Hispanics find sites from Mexico, Spain or Argentina? Type Spanish terms into their favorite search engine!

Why are U.S. Hispanics visiting foreign sites ? Google's mission is to organize the world's information and make it universally accessible and useful.

What % of these U.S. Hispanic sites receive more than 50% of their visitors from the U.S.? 32% 36% 45% 75% Source: Alexa, June, 2009

Crossing Borders for Content ? U.S. 16% U.S. 11% U.S. 6% Source: Alexa, June, 2009

Where do Hispanics Live Today?

Returning to the Old Mexico?

In An Absolut (or Virtual) World

Border Patrol? Who is “Latino”?

Global Trends

Most Used Languages on the Internet Millions of Users Online 1. English 430.8 2. Mandarin 276.2 3. Spanish 124.7 4. Japanese 94.0 5. French 68.2 Source: Internet World Stats – www.internetworldstats.com/stats7.htm

Where Are Computer Prices Going?

Top Natively Spoken Languages 1. Mandarin: 873,000,000 3. Hindi: 366,000,000 5. Spanish: 322,300,000 7. English: 309,350,000 9. Arabic: 206,000,000 Source: Wikipedia, 2009

Welcome to the Internets ! English Spa nish Mandarin Portuguese

Shopping in Spanish or English ? Dell.com (USD) Dell.com.mx (USD) Inspiron 13” $499 $665 Studio Slim Desktop $399 $702 Dell V305 Printer $99 $132 Sources: Dell.com and Dell.com.mx, July, 2009

Shopping in Spanish or English ? Kayak (USD) Despegar (USD) NYC <-> Miami $229 $279 Minneapolis<-> Mexico $383 $502 Sources: Kayak.com and Despegar.com.mx, July, 2009

“I know relatives or friends are visiting when …” the boxes being delivered to my apartment start arriving from Gap, J. Crew, Disney, and Amazon. My wife’s family and friends (from Argentina) find that the bargains and quality of products that they find online in the US far exceed the products they can buy in Argentina. Chris Emme Director of Yahoo! en Español

Crossing the Hudson to Save on ….. Groceries and gasoline. The selection and prices are better. In addition, I always fill up my gas tank when I am over there. While I pay the $8 toll to return to Manhattan, I save close to $50-$75 on the groceries and the gas.

Targeting Solutions Online

Media Planning: Vertical? Or Horizontal? By Language, Content or Interest Country Magazines Television Newspapers City State By Profession or Company Name

Media Planning Check List : Targeting  IP or Geo-targeting  Re-targeting  Follow-up offers  Behavioral Targeting  Family planner  By Language  Contextual Targeting  Cooking  Sports  Profession or Company  Country-of-origin targeting

How does Contextual Targeting Work ? The technology reads Matches it with content Contextual ad placement the content on page category and client ads Ad Space

How does Language / Behavioral Targeting work? Potential customer 1 Ad Space visits 5+ Spanish-language content pages Cookie is dropped on user’s computer 3 Serve ad to bi-lingual audience. 2 Customer visits an English- language page and is then identified as bi-lignual Your ad is shown. Customer clicks. Ad Space

Country-of-origin Targeting

Wedding in Oaxaca

g-commerce Implementation : BestBuy.com Bienvenidos a BestBuy.com Do you want to shop on Click here to visit BestBuy.com.mx. BestBuy.com with a U.S. credit card? Sign up for the Best Buy Mexico newsletter here. Do you want to shop on Use your phone to get $10 off your next purchase. BestBuy.com with a Mexican credit card (and ship to U.S. locations)? Looking for Best Buy locations in the U.S.?

Want to grow your business by 2% in 2009?  Goal: 2% sales growth  Average revenue per store: $10,000,000  Store locations:  Texas: 5  Arizona: 2  Southern California: 5  Advertise to Mexicans who shop in the U.S.  Search  Social media (CPC)  Re-targeting  Ad networks and exchanges  Estimated revenue: $2,400,000

Conclusions  Are you asking for U.S.-only impressions?  Which targeting best suites your needs?  How can you turn your international visitors into e- commerce revenues or potential clients?

Questions ? Thank Y MIMA ou Joe Kutchera Founder dotGlobal 212.932.8718 Joe@Kutchera.net www.dot-Global.com

The Spanish -language Internet Internet Users (ComScore) Population 24,822,979 110,000,000 24,600,000 46,000,000 18,456,000 40,000,000 10,158,000 45,000,000 7,714,000 28,350,000 Sources: Wikipedia ; ComScore, March, 2009

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Globalization of the Spanish-language Internet

by Joe Kutchera on Jul 15, 2009

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Globalization of the Spanish-language Internet — Presentation Transcript