Even bilingual Hispanics sometimes search in Spanish, while Spanish-language searchers may need localized landing pages.
With the growth in the number of bilingual and English-dominant Hispanics in the United States, search marketing cannot simply be a matter of translation. Even someone who is very comfortable in English may switch to Spanish for some searches, according to Gonzalo del Fa, president of GroupM Multicultural.
"Even though digital overall has been growing extremely fast against Hispanics, I still feel search is not there yet and … the biggest barrier is language," he says.
More evidence for the importance of getting the language question right: A recent
- Posted by: Myriam Grajales-Hall
- Written by: eMarketer.com
According to a report by eMarketer.com, brands that want to reach ethnic minorities online are not doing a very good job. An April 2011 survey by Yahoo!, Mindshare and Added Value found that according to Hispanics, blacks and Asian-Americans, digital advertising does not engage them. When asked for three brands doing a good job reaching them, most said they couldn’t name even one.
One big reason was that respondents felt their ethnic groups were poorly represented in messaging. Some 78% of blacks, 74% of Hispanics and 72% of Asians surveyed agreed that diversity in ads is the best reflection of the real world. And nearly as...