Posted: January 5th, 2010 | Author: Joe Kutchera | Filed under: Interactive Marketing, International, Latam | 1 Comment »
The following is a preview to the forthcoming book – The Spanish Net: How to reach and segment the 136 million Spanish-speakers online – from Paramount Books.
Many U.S. Hispanic publishers and e-commerce sites find that when they launch a site in Spanish targeting U.S. Hispanics many Latin Americans find their site for a number of reasons:
1) Their site has been optimized for search and so other Spanish-speakers find the site
2) 136 million consumers read in Spanish online, most of whom live outside of the U.S.
3) Sites in the U.S. and Spain typically feature better-produced content than in Latin America
4) Since there isn’t enough content in Latin America, Internet users find foreign sites in Spanish via search
5) Many U.S. Hispanic sites don’t have a landing page for users outside of the U.S.
6) It really is the World Wide Web
Interestingly, publishers in Spain can teach U.S. Hispanic publishers and e-commerce companies about how to best manage cross-border content consumption and grow audiences internationally. During a recent visit to Spain, I learned what a number of Spain’s interactive publishing leaders had to say.
Read the rest of this entry »
Posted: September 3rd, 2009 | Author: Joe Kutchera | Filed under: Hispanics, International, Latam | No Comments »
With computer prices falling, Internet users skyrocketing and no borders on the Internet, how can marketers turn their international Spanish-language web site visitors into revenues? That is the question that Juan Tornoe and I will answer in our panel discussion at SXSW Interactive in 2010. Please submit your feedback, suggestions and vote for the panel here on SXSW’s panel picker:
Some of the questions that we will answer include:
1. How do consumers cross geo-political boundaries to find, read about and buy what they want?
2. How can marketers understand those trends and then formally create products for international markets?
3. Why did The Home Depot shut down its Spanish-language site for U.S. Hispanics only 4 months after launching it?
4. In contrast, why did Best Buy embrace their visitors from Mexico and Latin America on their Spanish-language e-commerce site for U.S. Hispanics?
5. When will Mandarin, Spanish, and Portuguese bypass English as the top languages online?
Posted: July 23rd, 2009 | Author: Joe Kutchera | Filed under: Hispanics, International, Latam | No Comments »
This article originally appeared on MediaPost’s Engage:Hispanics column.
How can you grow e-commerce by targeting the 25 million Hispanics online? Let’s look at a case study comparing two major retailers and how they managed their “U.S. Hispanic” sites. We can learn a lot from their successes and mistakes.
The Home Depot vs. Best Buy
The Home Depot launched its Spanish-language e-commerce site for U.S. Hispanics in early 2009, hoping to reach a new audience and grow a new profit center. After only four months, The Home Depot shut the site down because many of its visitors came from Latin America and Spain. The site was set up to accept credit cards only from the U.S. Nevertheless, Spanish-language consumers internationally very clearly communicated their interest in home improvement content online and e-commerce by visiting The Home Depot’s “U.S. Hispanic” site.
Since The Home Depot has 75 stores in Mexico, many Mexicans already knew the brand and easily found the site via search. They were surely pleased that the retailer was “speaking their language” online. Unfortunately, The Home Depot’s organizational structure (U.S. versus Mexican business units) clashed with the international, borderless nature of the Internet and its “U.S. Hispanic” e-commerce venture failed.
Read the rest of this entry »
Posted: December 7th, 2008 | Author: Joe Kutchera | Filed under: Hispanics, Interactive Marketing, Trends | 1 Comment »
This article originally appeared on MediaPost.
In a recent report from Pew Hispanic Center, U.S. Hispanics represented over 50% of the U.S. population growth since 2000. In our current economic climate, one would think that that be the kind of growth that marketers would aggressively seek out. While Hispanic media investment overall has grown considerably, especially television, the online ad segment has under-indexed relative to general market online spending even though the U.S. Hispanic audience is more open to brand suggestions and advertising messages, as shown in a recent eMarketer report.
Will Hispanic marketers shift their investments towards online as the general market has and as new tools and targeting technologies improve? Some leading agencies, online publishers, and technology companies have met marketers’ needs with new marketing approaches for this growing audience.
This article brings together experts in online marketing to U.S. Hispanics to share their insights on targeting options such as geo-targeting, behavioral, contextual, search, and others to more effectively segment and reach the U.S. Hispanic audience with multiple levels of acculturation across a fragmented online media marketplace.
Read the rest of this entry »
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_e.png?x-id=3a1e8aee-71e2-4542-80ad-7a2df42e748e)
