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