Paid Research - Membership Required
Developing Multicultural Websites
 
Keywords
website translation, Spanish, localization

Abstract
Do you live in a country where there's a lot of people who don't speak the "official" language? While this report focuses on the Hispanic community in the United States, the methodology, logic, and findings could apply to any other minority linguistic group in the States or elsewhere. For example, Canadian firms must deal with their French customers and a large Chinese community, while Belgians expect both French and Flemish. The United Kingdom has a growing population from new Central European members of the European Union. Ireland has both its native Gaelic-speaking minority and its own Central European immigrants. This report outlines a strategic approach to meeting the needs of these minority, ethnic, or regional populations.

Benefits
In General: Anyone selling anything online. Communities not speaking the dominant or official language can mean a lot of underserved consumers. These potential buyers bring new opportunities to e-tailers aiming to reach multicultural markets.
For Buyers: While this report focuses on the Hispanic community in the United States, the methodology, logic, and findings could apply to any other minority linguistic group in the States or elsewhere. For example, Canadian firms must deal with their French customers and a large Chinese community, while Belgians expect both French and Flemish. The United Kingdom has a growing population from new Central European members of the European Union. Ireland has both its native Gaelic-speaking minority and its own Central European immigrants.
For Suppliers: Developers, web designers, online support, usability experts, and language service providers. They must be aware of the importance of communicating with prospects and customers in a language that is preferred in a market segment.

Physical Details
Authors: Donald A. DePalma
Date: 31 May 2007
ISBN: 978-1-933555-40-9
Pages: 21

Table of Contents
  • Topic
    • Who Should Read This Report?
  • 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
    • It’s Time to Add the Latino Demographic to Targeted Marketing Plans
  • Figures
    • Figure 1: Tip Sheet: Foundation to Support Multicultural Marketing
    • Figure 2: Investment in Multichannel Marketing to U.S .Latinos
    • Figure 3: Positioning Value of Pharmaceutical Companies to Latinos
    • Figure 4: Yahoo! Partnered with Telemundo for U.S. Latino Content
    • Figure 5: Getting Non-English Speakers through the Sales Funnel
    • Figure 6: Full Customer Service through the Funnel
    • Figure 7: A Nod to Spanish: Un Siglo de Tradición pero no de Traducción
  • Tables
    • Table 1: Sample Task List for Multichannel Access to Multicultural Segments
    • Table 2: Top 10 Advertisers in the U.S. Hispanic Market
    • Table 3: Marketing to Latinos Offline
    • Table 4: Different Modes of Translation and Transcreation
Paid Research - Membership Required
Developing Multicultural Websites
 
Keywords
website translation, Spanish, localization

Abstract
Do you live in a country where there's a lot of people who don't speak the "official" language? While this report focuses on the Hispanic community in the United States, the methodology, logic, and findings could apply to any other minority linguistic group in the States or elsewhere. For example, Canadian firms must deal with their French customers and a large Chinese community, while Belgians expect both French and Flemish. The United Kingdom has a growing population from new Central European members of the European Union. Ireland has both its native Gaelic-speaking minority and its own Central European immigrants. This report outlines a strategic approach to meeting the needs of these minority, ethnic, or regional populations.

Benefits
In General: Anyone selling anything online. Communities not speaking the dominant or official language can mean a lot of underserved consumers. These potential buyers bring new opportunities to e-tailers aiming to reach multicultural markets.
For Buyers: While this report focuses on the Hispanic community in the United States, the methodology, logic, and findings could apply to any other minority linguistic group in the States or elsewhere. For example, Canadian firms must deal with their French customers and a large Chinese community, while Belgians expect both French and Flemish. The United Kingdom has a growing population from new Central European members of the European Union. Ireland has both its native Gaelic-speaking minority and its own Central European immigrants.
For Suppliers: Developers, web designers, online support, usability experts, and language service providers. They must be aware of the importance of communicating with prospects and customers in a language that is preferred in a market segment.

Physical Details
Authors: Donald A. DePalma
Date: 31 May 2007
ISBN: 978-1-933555-40-9
Pages: 21

Table of Contents
  • Topic
    • Who Should Read This Report?
  • 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
    • It’s Time to Add the Latino Demographic to Targeted Marketing Plans
  • Figures
    • Figure 1: Tip Sheet: Foundation to Support Multicultural Marketing
    • Figure 2: Investment in Multichannel Marketing to U.S .Latinos
    • Figure 3: Positioning Value of Pharmaceutical Companies to Latinos
    • Figure 4: Yahoo! Partnered with Telemundo for U.S. Latino Content
    • Figure 5: Getting Non-English Speakers through the Sales Funnel
    • Figure 6: Full Customer Service through the Funnel
    • Figure 7: A Nod to Spanish: Un Siglo de Tradición pero no de Traducción
  • Tables
    • Table 1: Sample Task List for Multichannel Access to Multicultural Segments
    • Table 2: Top 10 Advertisers in the U.S. Hispanic Market
    • Table 3: Marketing to Latinos Offline
    • Table 4: Different Modes of Translation and Transcreation