 |
| Paid Research - Membership Required |
| Reaching America's e-Latinos |
| |
| Keywords |
| marketing, multicultural marketing, ethnic marketing, multi-channel marketing, customer relationship management, translation, call center, customer service, advertising, translation agencies, content management, machine translation |
Abstract |
| Why should any business find the U.S. Latino market interesting? Representing 13 percent of the U.S. population (40 million), Latino America has surpassed the population of Canada, and ranks as the fifth largest group of Spanish speakers in the world after Mexico, Spain, Colombia, and Argentina. By 2050, this group will grow to 25 percent of the U.S. population.
Today, Latino America accounts for more people online than any other hispanohablante nation, and averages more page views per day than other American web users. And unlike previous generations of immigrants, U.S. Latinos retain their language and culture – 78 percent speak Spanish – even as they work and play in the dominant Anglophone economy. Nearly two-thirds of Latino adults are first-generation immigrants, all comfortable in Spanish.
Despite a dramatic increase in media attention to the U.S. Hispanic Nation since the 2000 census, surprisingly most businesses have yet to tailor their online message to the large Latino population within the United States. In our research of the top 100 global brand name companies and top 50 U.S. e-tailers, it is clear that most businesses continue to treat the U.S. as a homogenous English-speaking market. To compound the problem, we discovered that most companies fail to answer their e-mails at all, either in English or Spanish.
In this report:
- We review the website behavior of 50 top U.S. web retailers and 100 global brands.
- We send messages to each, in both English and Spanish, to test their e-mail response.
- We look for the companies most capable of meeting the buying needs of the ascendant Latino American consumer.
- We flag best and worst practices for communicating online.
- We phone call centers to see how well they respond to requests for Spanish call center agents.
- We describe how companies can use domestic multicultural sites to increase their chances of success internationally.
|
Benefits |
| In General: Marketing executives, strategists, market development managers, corporate communications specialists, and online marketing managers will get a realistic benchmark of how their companies need to respond to communications from prospects and customers. Their analysis will involve web designers, information architects, usability experts, customer relationship management specialists, and external language service providers in coming up with a reliable e-mail response system. |
| For Buyers: Customer relationship management teams – will benefit from learning what other firms should and shouldn’t be conveying to their online customers and avoid the same online communication pitfalls. |
| For Suppliers: Suppliers to online retailers – advertising agencies, technology suppliers, and language service providers – should read this report to learn how to offer services that will help their clients expand their appeal to and revenue from these growing communities. |
Physical Details |
| Authors: Donald A. DePalma |
| Date: 26 February 2005 |
| ISBN: 1-933555-13-0 |
| Pages: 88 |
Companies |
| 1-800-Flowers, Accenture, Adidas, All Posters, Altria, Amazon, American Express, Americatel, AOL, Apple, Avon, Bacardi, Barbie, Bed, Bath & Beyond, Berries, Best Buy, Bluefly, BMW, Boeing, Bowne Global Solutions, BP, Budweiser, Burger King, Business Week, Canon, Caterpillar, Chanel, Cisco, Citibank, Coach, Coca-Cola, Cognos, Colgate, Crate & Barrel, Creations, CVS, Danone, Dell, Diamond, Discovery Store, Disney, Documentum, Drugstore, Duracell, eBags, eBay, eHobbies, Ericsson , FedEx, Filenet, Ford, GAP, Garnet Hill, GE, Gillette, Godiva, Goldman Sachs, Good Guys, Grupo Prisa, Gucci, Hallmark, Hancock Fabrics, Harley-Davidson, Heineken, Heinz, Hennessy, Hermes, Hershey’s, Hertz, Hewlett-Packard, Honda, Hoover’s, Hot Topic, HSBC, IBM, IKEA, Intel, Interwoven, Inxight, iTunes, Jack Daniels, JC Penney, Johnnie Walker, Johnson &, Johnson, JP Morgan, Kanisa, Kellogg’s, KFC, Kleenex, Kodak, Kraft, L.L. Bean, L’Oréal, Lamps Plus, Lands’ End, Levi’s, Louis Vuitton, Marlboro, McDonald’s, Mercedes, Merck, Microsoft, Mobil, Moet & Chandon, Morgan Stanley, Motorola, MTV, Musician’s Friend, Neiman Marcus, Nescafé, Nestlé, Netflix, Nextel, Nike, Nintendo, Nissan, Nivea, Nokia, NordicTrack, Oracle, Overstock, Panasonic, Pepsi, Personal, Pfizer, Philips, Pizza Hut, Prada, Procter & Gamble, Ralph Lauren, Reflect, Reuters, Rolex, Samsung Electronics, SAP, SAS, SDL, Sears, SER Solutions, Sharper Image, Shell, Simon Delivers, Smirnoff, Sony, SRA International, Starbucks, Stellent, Sun, Systrans, Telemundo, Teradata, Tiffany & Co., Timberland, Time, Toyota, Toys ‘R Us, TShirt King, Univision, Victoria’s Secret, VW, Wall Street Journal, Warner Brothers, Wellsfargo, Western Warehouse, Western Union, Williams-Sonoma, Wrigley’s, Xerox, Yahoo, Yankee Candle, Zales, Zappos |
Table of Contents |
- Topic
- Latinos Present New Opportunity to Business Planners
- Why Does the U.S. Latino Market Matter?
- Who Should Read This Report?
- It’s Time to Start Paying Attention to Ethnic Communities
- La Voz de las Compañías
- Question: What Business Content Can Ethnic Audiences Find Online?
- Methodology for Site Review
- Sixteen Companies Lead the Way to Latino-Aware Marketing Online
- The Best Global Brands for American Latinos
- The Best of Internet Retailers for U.S. Latinos
- A Subjective Assessment: Does the Site Meet its Goals?
- Tips for Helping Visitors Get More Information
- A Tough Test for Any Site: Interactivity and Transactions
- Brands Use a Variety of Web Address Structures for U.S. Hispanic Sites
- Maybe Not to Language, But Many Firms Show a Commitment to Diversity
- Conclusions from Our Website Review
- E-Mail Response Survey
- Who We E-Mailed and How We Collected Data
- Message 1: Request for Product Information
- Message 2: Minor Complaint
- Message 3: Compliment about Website
- Message 4: Where to Buy Products
- Reviewing Data from the E-mail Responses
- How Well Did Our Latino Content Champions Do with Spanish Queries?
- Some Companies Took Forever to Respond
- One Surprise: We Thought Webforms Would Have Fared Better
- We Wanted to Know Whether They Did Better on the Phone
- Conclusions from Our Online Communications Experiment
- E-mail Responses
- Why Don’t Companies Respond to Web Inquiries?
- The Quality of Responses in Both Languages Varied Greatly
- Many Companies Answered Spanish Inquiries in English
- Honesty Is the Best Policy
- The Good: Some Companies Did a Great Job Answering in Spanish
- The Bad: Some Firms Need to Get Their Customer Service Act Together
- The Ugly: English Sí, Español No!
- Best Practices for Managing Inquiries from the Web
- Strategy
- Adding Ethnic Awareness – and Success – to Any Brand
- Step 1: Research – Study, Segment, and Target Desirable Populations
- Step 2: Strategy – Develop a Deliberate Cross-Channel Multicultural Plan
- Step 3: Organization – Utilize In-house and External Resources
- Step 4: Content – Invest in the Right Mix of Materials
- Step 5: Technology – Use Corporate Solutions
- Step 6: ROI – Measure Effectiveness Using Mainstream Tools
- Ethnic Marketing Nuts & Bolts
- Getting Started with a Low Volume of Inquiries
- The Basics: Auto Responding to an E-Mail Message or Webform
- Create Informative Canned Responses
- Collect the Right Data on Your Webform
- Deploy Language Sniffers to Identify Language
- Explore Where Text Mining of Messages Might Improve Your Business
- Power Up More Powerful (and More Expensive) CRM Systems
- The Postman Doesn’t Ring Twice Online
- It’s Time to Add the Latino Demographic to Targeted Marketing Plans
- Appendix
- Global Brands and Website Availability in Spanish
- Global Brand E-Mail Rsponse
- U.S. Internet Retailers
|
| Paid Research - Membership Required |
| Reaching America's e-Latinos |
| |
| Keywords |
| marketing, multicultural marketing, ethnic marketing, multi-channel marketing, customer relationship management, translation, call center, customer service, advertising, translation agencies, content management, machine translation |
Abstract |
| Why should any business find the U.S. Latino market interesting? Representing 13 percent of the U.S. population (40 million), Latino America has surpassed the population of Canada, and ranks as the fifth largest group of Spanish speakers in the world after Mexico, Spain, Colombia, and Argentina. By 2050, this group will grow to 25 percent of the U.S. population.
Today, Latino America accounts for more people online than any other hispanohablante nation, and averages more page views per day than other American web users. And unlike previous generations of immigrants, U.S. Latinos retain their language and culture – 78 percent speak Spanish – even as they work and play in the dominant Anglophone economy. Nearly two-thirds of Latino adults are first-generation immigrants, all comfortable in Spanish.
Despite a dramatic increase in media attention to the U.S. Hispanic Nation since the 2000 census, surprisingly most businesses have yet to tailor their online message to the large Latino population within the United States. In our research of the top 100 global brand name companies and top 50 U.S. e-tailers, it is clear that most businesses continue to treat the U.S. as a homogenous English-speaking market. To compound the problem, we discovered that most companies fail to answer their e-mails at all, either in English or Spanish.
In this report:
- We review the website behavior of 50 top U.S. web retailers and 100 global brands.
- We send messages to each, in both English and Spanish, to test their e-mail response.
- We look for the companies most capable of meeting the buying needs of the ascendant Latino American consumer.
- We flag best and worst practices for communicating online.
- We phone call centers to see how well they respond to requests for Spanish call center agents.
- We describe how companies can use domestic multicultural sites to increase their chances of success internationally.
|
Benefits |
| In General: Marketing executives, strategists, market development managers, corporate communications specialists, and online marketing managers will get a realistic benchmark of how their companies need to respond to communications from prospects and customers. Their analysis will involve web designers, information architects, usability experts, customer relationship management specialists, and external language service providers in coming up with a reliable e-mail response system. |
| For Buyers: Customer relationship management teams – will benefit from learning what other firms should and shouldn’t be conveying to their online customers and avoid the same online communication pitfalls. |
| For Suppliers: Suppliers to online retailers – advertising agencies, technology suppliers, and language service providers – should read this report to learn how to offer services that will help their clients expand their appeal to and revenue from these growing communities. |
Physical Details |
| Authors: Donald A. DePalma |
| Date: 26 February 2005 |
| ISBN: 1-933555-13-0 |
| Pages: 88 |
Companies |
| 1-800-Flowers, Accenture, Adidas, All Posters, Altria, Amazon, American Express, Americatel, AOL, Apple, Avon, Bacardi, Barbie, Bed, Bath & Beyond, Berries, Best Buy, Bluefly, BMW, Boeing, Bowne Global Solutions, BP, Budweiser, Burger King, Business Week, Canon, Caterpillar, Chanel, Cisco, Citibank, Coach, Coca-Cola, Cognos, Colgate, Crate & Barrel, Creations, CVS, Danone, Dell, Diamond, Discovery Store, Disney, Documentum, Drugstore, Duracell, eBags, eBay, eHobbies, Ericsson , FedEx, Filenet, Ford, GAP, Garnet Hill, GE, Gillette, Godiva, Goldman Sachs, Good Guys, Grupo Prisa, Gucci, Hallmark, Hancock Fabrics, Harley-Davidson, Heineken, Heinz, Hennessy, Hermes, Hershey’s, Hertz, Hewlett-Packard, Honda, Hoover’s, Hot Topic, HSBC, IBM, IKEA, Intel, Interwoven, Inxight, iTunes, Jack Daniels, JC Penney, Johnnie Walker, Johnson &, Johnson, JP Morgan, Kanisa, Kellogg’s, KFC, Kleenex, Kodak, Kraft, L.L. Bean, L’Oréal, Lamps Plus, Lands’ End, Levi’s, Louis Vuitton, Marlboro, McDonald’s, Mercedes, Merck, Microsoft, Mobil, Moet & Chandon, Morgan Stanley, Motorola, MTV, Musician’s Friend, Neiman Marcus, Nescafé, Nestlé, Netflix, Nextel, Nike, Nintendo, Nissan, Nivea, Nokia, NordicTrack, Oracle, Overstock, Panasonic, Pepsi, Personal, Pfizer, Philips, Pizza Hut, Prada, Procter & Gamble, Ralph Lauren, Reflect, Reuters, Rolex, Samsung Electronics, SAP, SAS, SDL, Sears, SER Solutions, Sharper Image, Shell, Simon Delivers, Smirnoff, Sony, SRA International, Starbucks, Stellent, Sun, Systrans, Telemundo, Teradata, Tiffany & Co., Timberland, Time, Toyota, Toys ‘R Us, TShirt King, Univision, Victoria’s Secret, VW, Wall Street Journal, Warner Brothers, Wellsfargo, Western Warehouse, Western Union, Williams-Sonoma, Wrigley’s, Xerox, Yahoo, Yankee Candle, Zales, Zappos |
Table of Contents |
- Topic
- Latinos Present New Opportunity to Business Planners
- Why Does the U.S. Latino Market Matter?
- Who Should Read This Report?
- It’s Time to Start Paying Attention to Ethnic Communities
- La Voz de las Compañías
- Question: What Business Content Can Ethnic Audiences Find Online?
- Methodology for Site Review
- Sixteen Companies Lead the Way to Latino-Aware Marketing Online
- The Best Global Brands for American Latinos
- The Best of Internet Retailers for U.S. Latinos
- A Subjective Assessment: Does the Site Meet its Goals?
- Tips for Helping Visitors Get More Information
- A Tough Test for Any Site: Interactivity and Transactions
- Brands Use a Variety of Web Address Structures for U.S. Hispanic Sites
- Maybe Not to Language, But Many Firms Show a Commitment to Diversity
- Conclusions from Our Website Review
- E-Mail Response Survey
- Who We E-Mailed and How We Collected Data
- Message 1: Request for Product Information
- Message 2: Minor Complaint
- Message 3: Compliment about Website
- Message 4: Where to Buy Products
- Reviewing Data from the E-mail Responses
- How Well Did Our Latino Content Champions Do with Spanish Queries?
- Some Companies Took Forever to Respond
- One Surprise: We Thought Webforms Would Have Fared Better
- We Wanted to Know Whether They Did Better on the Phone
- Conclusions from Our Online Communications Experiment
- E-mail Responses
- Why Don’t Companies Respond to Web Inquiries?
- The Quality of Responses in Both Languages Varied Greatly
- Many Companies Answered Spanish Inquiries in English
- Honesty Is the Best Policy
- The Good: Some Companies Did a Great Job Answering in Spanish
- The Bad: Some Firms Need to Get Their Customer Service Act Together
- The Ugly: English Sí, Español No!
- Best Practices for Managing Inquiries from the Web
- Strategy
- Adding Ethnic Awareness – and Success – to Any Brand
- Step 1: Research – Study, Segment, and Target Desirable Populations
- Step 2: Strategy – Develop a Deliberate Cross-Channel Multicultural Plan
- Step 3: Organization – Utilize In-house and External Resources
- Step 4: Content – Invest in the Right Mix of Materials
- Step 5: Technology – Use Corporate Solutions
- Step 6: ROI – Measure Effectiveness Using Mainstream Tools
- Ethnic Marketing Nuts & Bolts
- Getting Started with a Low Volume of Inquiries
- The Basics: Auto Responding to an E-Mail Message or Webform
- Create Informative Canned Responses
- Collect the Right Data on Your Webform
- Deploy Language Sniffers to Identify Language
- Explore Where Text Mining of Messages Might Improve Your Business
- Power Up More Powerful (and More Expensive) CRM Systems
- The Postman Doesn’t Ring Twice Online
- It’s Time to Add the Latino Demographic to Targeted Marketing Plans
- Appendix
- Global Brands and Website Availability in Spanish
- Global Brand E-Mail Rsponse
- U.S. Internet Retailers
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