Localizing Your Content for the Spanish-language Market


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US Latinos represent the fastest growing demographic in the United States with $1.5 billion in spending power. Increasingly, they search online and on their mobile phones for localized Spanish-language content. How can digital marketers best tap into this audience and provide them the localized content they desire? In addition, how can US-based retailers expand their businesses by capturing a portion of the $40 billion that Mexicans spend annually in the United States by selling to them on Spanish-language e-commerce sites? And how can US marketers expand virtually into Latin America, the fastest growing region for e-commerce according to Euromonitor? Find out the answers to these questions during this informative session.

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  • Like English - US, UK and Australia SEM = your opportunity to localize!!
  • And Search dominates the Mobile Media experience
  • Localizing Your Content for the Spanish-language Market

    1. 1. How to Localize Content for Spanish-Speakers Online @joekutchera @babycenter
    2. 2. A Global Perspective: Spanish-Language Markets
    3. 3. SEO en español: Content and Ad Investment is King Example: “Embarazo” in Google American advertisers: Babycenter, Pampers, and Todobebe
    4. 4. Online Ad Investment by Market: in Millions USD Source: IAB Spain/PWC, AdAge Hispanic Fact Pack, IAB Mexico/PWC Publishers in Spain have the biggest financial incentive to produce content
    5. 5. Top 10 Spanish-Speaking Countries in 2009 Source: Internet World Stats - 139,849,651 estimated total Spanish-Speaking Internet users for December 2009; Miniwatts Marketing Group
    6. 6. Forecasted E-commerce Growth on WWW
    7. 7. The U.S. Hispanic Market
    8. 8. Hispanic Buying Power to Climb to $1.5 Trillion in 2015 $700 Billion $1.0 Trillion Source: Selig Center for Economic Growth, The University of Georgia, 2010 $1.5 Trillion
    9. 9. Cell Phone Penetration by Ethnicity Source: Simmons NCS/NHCS, Fall 2007 - 2010 Adult Full Year (Oct 2009 – Dec 2010), A18+
    10. 10. Search Dominates Smartphone Usage <ul><li>45% of Hispanics have smartphones vs. 34% of General Population </li></ul>70% of Hispanics use their smartphones to search movie showtimes Source: Google US Hispanics 2010, October 2010, OTX
    11. 11. Hispanics Over-Index in Using Social Media Q: How often do you use any of the following websites? A: Regularly Source: SIMM@16 Survey, BIGresearch® * Non Hispanics excludes African Americans & Asians
    12. 12. Hispanic Shoppers Influenced by Reviews and Recommendations Source: comScore 2010
    13. 13. Over ½ of Hispanics on major social sites prefer Spanish Source: ComScore 2011 Twitter Facebook 56% 56%
    14. 14. Spend most time on Facebook, followed by YouTube Source: Google US Hispanics 2010, October 2010, OTX
    15. 15. What type of web/social media is necessary for reaching U.S. Hispanics? Source: Latinum, 2011 76% 67% 62%
    16. 16. Facebook Targeting Techniques for U.S. Hispanics Language targeting
    17. 17. Facebook Targeting Techniques for U.S. Hispanics Interest targeting Media preference targeting
    18. 18. Facebook Targeting Techniques for U.S. Hispanics Cross-border shoppers
    19. 19. Alfonso: The Invisible Shopper Mexicans Spend $20-40 Billion Annually in U.S.
    21. 21. Sears.com/español <ul><li>Targeting Spanish-preferring Hispanics in the US </li></ul><ul><li>Same experience, products, and promotions as the English site </li></ul><ul><li>Also for Latin Americans who shop in the U.S. </li></ul>
    22. 22. SearsPR.com <ul><li>Targeting Puerto Ricans in the 50 states and on the island </li></ul><ul><li>Shipping to family and friends on the island </li></ul><ul><li>Localized assortment, promotions and experience in Spanish and English </li></ul><ul><li>Integrated with stores on the island to offer multi-channel shopping </li></ul>
    23. 23. Sears.com/internacional <ul><li>Ship to 25 countries in Latin America </li></ul><ul><li>Prices in local currency with customs duties included </li></ul><ul><li>Available in Spanish and English </li></ul>
    24. 24. Sears Latino: A global Facebook page <ul><li>Questions and updates in both Spanish and English </li></ul><ul><li>Supports USH, Puerto Rico and International </li></ul><ul><li>Appeals to the global Latino </li></ul>
    25. 25. Key Takeaways <ul><li>Optimize your Spanish-language, country-specific sites for search engines with appropriate content, tags, maps, and advertising </li></ul><ul><li>Connect with Hispanics on popular mobile and social platforms </li></ul><ul><li>Invest in and expand your online business in growing Latin American markets </li></ul><ul><li>Develop and/or distribute content across Spanish-language social and mobile platforms </li></ul>
    26. 26. Thank you! [email_address] Twitter.com/JoeKutchera