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  1. #1
    ABW Ambassador danay's Avatar
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    What are Hispanics Doing Online?
    Here's the most recent article I wrote on targeting the Hispanic market. If you are working in this market lemme know. I'd love to include some affiliate details in my next one if anyone would like to be quoted.

    What Are Hispanics Doing Online?

    thanks!
    Danay @ LunaSolMedia.com
    Global Perfomance Marketing. Global Niche Markets = Opportunity!
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  2. #2
    What's the word? Rhia7's Avatar
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    Excellent article, Danay
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  3. #3
    ABW Ambassador danay's Avatar
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    Thanks Rhia, I've made it my goal to bring as many good advertisers as possible to this market. The numbers support it, but MAN, it's a huge education issue. They are just not educated about what they need to do. No matter how many times I say or write it, they seem to think that all that is needed is a translated page.

    I love it when they do it right and I can show them the numbers to support the effort.
    Danay @ LunaSolMedia.com
    Global Perfomance Marketing. Global Niche Markets = Opportunity!
    HispanicYa!|MallFreebies

    I dwell in possibility. ~Emily Dickinson

  4. #4
    What's the word? Rhia7's Avatar
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    Quote Originally Posted by danay
    Thanks Rhia, I've made it my goal to bring as many good advertisers as possible to this market. The numbers support it, but MAN, it's a huge education issue. They are just not educated about what they need to do. No matter how many times I say or write it, they seem to think that all that is needed is a translated page.
    I know some Spanish but I am not fluent (I have some reading knowledge).
    I took a year of converstional Spanish in the 8th grade but then switched from a public school to a private high school. I wanted at that time to continue my studies in Spanish but my parents insisted that I study French.

    I've vacationed in Spain many times and I know how to ask "¿dónde está la piscina?" -- in Costa del Sol that's all I really need to know

    The Spanish language is so important in our society ... I once worked with a guy who would earn a real estate license (he's a broker in Rhode Island) and he became fluent in Spanish because fluency is so important to his business. As a broker (he buys, sells, fixes, and rents properties) he needs to reach out to a large demographic base so that is why he immersed himself in the language (and it's quite a beautiful language).

    If an advertiser and/or a publisher understands the language, that advertiser and/or publisher can capture the real essence of how people think in that language (and target consumer behavior through that language). A translation of an (English) website with the help of a translation tool will be alright, but there will be a risk of "clunkiness" to the message (or a message that is slightly off).

    I like to read the Spanish versions of magazines and I like to listen to David Bisbal -- I'd definitely like to improve my Spanish.
    ~Rhia7 -- Remember the 7
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  5. #5
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    I just moved it here until Haiko decides what to do with it.

  6. #6
    ABW Founder Haiko de Poel, Jr.'s Avatar
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    Returned.

    ----------

    Mike,

    You post anything like that again, you are gone, no joking.
    Continued Success,

    Haiko
    The secret of success is constancy of purpose ~ Disraeli

  7. #7
    2005 Linkshare Golden Link Award Winner  ecomcity's Avatar
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    Excuse my curt accessment on affiliate sales targeting to the Hispanic speaking community in the US. Having spent the weekend discussing with 2 close friends their 6 year project to fund, build, staff, supply and offer employment in 2 automotive parts production plants inside Mexico my hackles were up. I donated lots of website building hours and even VPN networking skills to the project to facilitate overcoming the language barriers between stateside and Mexican plant operations.

    The Mexican government just seize last month and nationalized both plants, and one vacation home, costing my friends over 16 million dollars. They now have to pay a 200% markup for the parts coming out of their own Mexican plants to complete their big 3 automotive contracts.

    The moral of the story is it's financial suicide to now know every neuance of your targeted market when investing time and money into that marketplace. Nice article Danay and I'm sure there is substancial growth opportunities via hispanic language advertising and ecommerce sites. But never expect the same rules or general product sales categories openly apply to selling to Hispanic speaking audiences here .... and especially into all of South America. Just ask CompUSA's CEO, who is a Mexican millionare, still frustrate by the neuances.

    So know your marketplace demographics, income levels, spending habits to address this audience. I'd suggest reading this extensive report and realize the results are based in Y-2000 on only the stateside Mexican immigrants (1st through 3rd generation) at that time. Since then 16 million more, plus millions from other S. American countries have flocked into the USA scewing downward those facts and figures.


    Immigration From Mexico -Assessing the Impact on the United States
    http://www.cis.org/articles/2001/mexico/toc.html
    Webmaster's... Mike and Charlie

    "What have you done today to put real value into a referral click...from a shoppers viewpoint!"

  8. #8
    What's the word? Rhia7's Avatar
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    Mike,

    I think Danay's main point in highlighting her well written article in her post is that there is already a huge existing audience (just waiting to be tapped) for websites written in Spanish by Spanish speaking webmasters and likewise there is an opportunity for advertisers who can write clever advertising copy (in colloquial Spanish) on the web. Online translation tools can't capture the message as well.

    I don't think Danay intended to spark a debate about immigration policy.

    I don't like soap operas (in English) because they bore me, however, sometimes I'll watch a soap opera produced in the Spanish language because I see the Spanish television cable channel as a learning tool.

    I like to read fashion magazines written in Spanish and I'm willing to pay more for Spanish Vogue. Latina (Latina.com) is a great magazine because even though a major portion is written is English, there are some bilingual articles.
    It is never to late to learn. There is nothing wrong with opening up to the possibilities of understanding and communicating in another language.
    ~Rhia7 -- Remember the 7
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  9. #9
    ABW Founder Haiko de Poel, Jr.'s Avatar
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    Quote Originally Posted by ecomcity
    Excuse my curt assessment
    No I will not!

    It wasn't nothing but a highly inaccurate racist tirade without the true impetus or thrusts of current ecommerce trends of Mexico or any Latin American country.

    I'm sorry about your friend(s) but you really have to stop your blanket bullsh*t statements, because they are wrong every time. Is every mall from MI a racist MF who deserves a branding iron up their ass? No of course not, so stop doing the same with your postings.
    Continued Success,

    Haiko
    The secret of success is constancy of purpose ~ Disraeli

  10. #10
    ABW Ambassador
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    Poll taken in 2004. Found by searching for RACIST

  11. #11
    ABW Ambassador MoneyBusiness's Avatar
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    Boy, this thread took about 15 different turns...

    So, how about them Cubs?

  12. #12
    ABW Ambassador danay's Avatar
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    Wow, I come in this morning and I find my post turned into a political/race issue? Gawd. The article was about tapping into a market and the available verticals.

    My only comment on that ridiculous post is that judging an entire ethnic group by one person's negative experience with a badly planned business venture targeting only one portion of an extremely lucrative market is sad and misguided.

    Let's keep the thread focused on actual business and opportunities and not about personal failures.

    Thanks Haiko & Trust
    Danay @ LunaSolMedia.com
    Global Perfomance Marketing. Global Niche Markets = Opportunity!
    HispanicYa!|MallFreebies

    I dwell in possibility. ~Emily Dickinson

  13. #13
    Affiliate Manager PingoPrepaidCallingCards's Avatar
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    niche ethnic marketing 101
    Danay,

    thanks for sharing. I'm still at niche ethnic marketing 101 level to corner this market. But i'm working my 3rd straight ethnic weekend event in a row. This weekend is int. carnival.

    keep on sharing

    -brian
    Brian Hawkins AM @ [URL=http://www.pingo.com/affiliate.do]Pingo[/URL] Earn up to $35 CPA for a [URL=http://www.pingo.com/p/onedollar/onedollar.html]$1 trial offer[/URL]!
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  14. #14
    Lite On The Do, Heavy On The Nuts Donuts's Avatar
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    What are Hispanics Doing Online?
    Buying lots of Spanish Bibles from me in Andy's IBS program! Hehehee! Really.

    And Dennis, the IBSDirect merchant, is converting over his whole website to a completely new storefront in the coming few days, a months long project. One major benefit - Spanish language module that will alllow a more seemless experience for Spanish speakers and also hybrid Spanish speakers (English speaking children of Spanish speakers, etc). Right now, if they buy Spanish Bibles from the English pages, they stay on the main domain and affiliates like me get paid - but if they seek out Spanish webpages, they're on a totally separate website. But in a few days, bingo... the technology backbone to serve Spanish speakers will be available and IBS will begin adding Spanish information to the main site! Más vale tarde que nunca! I may be just an English speaking muy guapo gringo but this technology and the opportunity it represents - me gusta mucho.

    Buñuelos.

  15. #15
    Lite On The Do, Heavy On The Nuts Donuts's Avatar
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    If you are a native Spanish speaker, this market is opening up bigger and bigger every day. You've got a great advantage by owning that skill set.

    I think soon, we'll need a sticky list somewhere here at ABW that lists affiliate merchants who have sites that are Spanish friendly (if we don't already have a thread on it). And I'm very sure that IBSDirect should soon be on that list. At Andy's seminar this past weekend, I also heard about a few more Latin America developments from Andy and a few others that were in attendance.

    Huge amounts of relatively untapped traffic... an affiliate marketers dream!

    Danay, I saw your paragraph about hipotecas, so I looked at Google trends - right are SOOOO right on there!

    Mortgages vs. Hipotecas (at Google Trends):
    http://www.google.com/trends?q=mortg...o=all&date=all

    Bible vs. Biblia (at Google Trends):
    http://www.google.com/trends?q=bible...o=all&date=all

  16. #16
    Lite On The Do, Heavy On The Nuts Donuts's Avatar
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    And I think since I ran the Google Trends with my preferences set to English and by using the .com site, it may even be undercounting the Spanish trends here by a large margin.

    Oportunidad es "knocking".

  17. #17
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    I think to ignore the Hispanic population in general when it comes to affilate marketing or in business in general would be a mistake. Ecomcity you got to realize that hispanics are becoming a bigger majority and to ignore that would be silly. Who said anything about Mexican politics. We know Mexico has their issues but

    Also speaking from experience as a hispanic, latino not to assume that all hispanics prefer one type of language over another. Like myself I speak and read in both English and in Spanish. A good point was made about using the televisions shows and magazines as a way to study the hispanic culture since it encompass.

    Also when studying the hispanic market a good tip is to look at the different type of hispanic demographics such as Mexican American population, Pueto Ricans, Cubans, ect. By marketing to your audience such as the Mexican American population you will be able to relate to what their needs are.

    Another tip, if your not fluent in the spanish language. I believe that Alta Vista has a language conversion tool called Alta Vista BABELFISH
    http://www.altavista.com/help/free/f...archbox_transl

    It does a decent job of translating your webpage. Its not the best but an alternative to those who are not fluent in spanish.
    Last edited by Trust; August 24th, 2006 at 01:28 PM.

  18. #18
    MasterMike HardwareGeek's Avatar
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    Me being Hispanic I can tell you what I am doing online.

    PORN jk

    But I tend to translate articles on my site into Spanish. I have an HWG en Espanol section. But sad thing is I been busy and haven't updated it in a few months.

  19. #19
    CPA Network Rep Jon@Fluxads's Avatar
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    Danay, that is an excellent article. The Hispanic demographic is a rapidly growing presence on the NET and with proper research and education, it could be a very lucrative demo to market to. A division of our company is strictly software development, and just within this year, we translated all our programs and pages to spanish, so that we can expand our market to the spanish speaking PC users. Being in San Diego, a hop, skip and a jump from the Mexico border, one can't help but to familiarize themselves with the Hispanic community, such as their language, food (YUM!), products, etc. The Hispanic population in the US is expanding rapidly, as well as online. If advertisers start educating themselves on targeting this demo, it will be a great thing for their product/service.
    [B]Jon Lyons[/B]
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  20. #20
    Affiliate Manager PingoPrepaidCallingCards's Avatar
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    whats the cost for translation services?
    consultants charge up to 100 bucks an hour and i've gotten prices from companies that wanted to charge 50 cents a word to translate.

    pretty expensive. but still good to get a work from home translater but you need to find one that really knows the language as there can be different twist.

    but a starting point for an affiliate is to use the bubblefish as posted.

    good luck

    -brian
    Brian Hawkins AM @ [URL=http://www.pingo.com/affiliate.do]Pingo[/URL] Earn up to $35 CPA for a [URL=http://www.pingo.com/p/onedollar/onedollar.html]$1 trial offer[/URL]!
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  21. #21
    ABW Ambassador MoneyBusiness's Avatar
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    Wow, that's a pretty nice fee for someone who knows what they're doing. I'll pass that along. Thanks Brian.

  22. #22
    ABW Veteran Mr. Sal's Avatar
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    consultants charge up to 100 bucks an hour and i've gotten prices from companies that wanted to charge 50 cents a word to translate.
    100 bucks an hour?
    . 50 cents a word?
    .

    Muchas gracias por esa información!



    I just got another idea for 2007, so even if the LMI becomes standard, at least I know that I can still make some good Dinero traduciendo palabras al Español.

    ...

  23. #23
    Merchant & ABW Ambassador
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    Danay,
    Nice article. I know that spanish sites are growing and there is always a market for that. I have not been able to spend time looking for stats and you made it easier

    ecomcity,
    sorry to hear about ur friend. Honestly, it sucks!!! But that is the risk of doing biz internationally and with a govt. system that flip flops. Frustrating and costly. The hispanic society should not be held responsible. I have some extended family in indonesia and the govt is extremely corrupted but the ppl are super cool.

    Brian,
    Why not get an intern to work for you? As opposed to 50 cents per word or some absurd # that somebody will charge you, why not get the intern and pay him or her a monthly. Depending on ur location, you can pay students /interns the market price of an intern. Not $5.15 pls..

  24. #24
    Full Member ADesertRose's Avatar
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    Great article...My site is regional and my region is largely hispanic, however being non-speaking I don't know how well I can do to market to that demographic with just translated pages either. I am wanting to reach people but I would be so unsure of how it was coming across.
    My inlaws have given me a small glimse into the mindset of the hispanic populace, but it just really drove home that there are major differences in viewpoint and how things are taken. I fear making major mistakes in marketing to them by my ignorance...
    Definitely room to grow towards creating for these buyers in my long-term affiliate marketing plans.

  25. #25
    Member Gil's Avatar
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    Hi Danay, interesting article. Here are some things that marketeers should keep in mind.

    "A simple keyword search for a broad term such as “hipoteca” which means mortgage in Spanish results in a few paid results versus searching for “mortgage” in English."

    Hispanics, like most other people use more than one keyword in searches and their searches are very specific (like us I would assume) - "prestamo hipotecario" (mortgage loan), and to go a step further they tend to look for a local source - ""prestamo hipotecario san juan" (or whatever city or state they reside in). Another search that I have noticed is that of 'bienes raices en puerto rico" (real estate in puerto rico - as an example), again they tend to look for a local source rather than a national source.

    Another example - "seguro" (insurance) the same marketing principle that most of us use in the non-hispanic market applies. "Seguro" is too general a term and marketeers should target the Hispanic market using the same principle they generally do for the non-hispanic market - i.e. "seguro de vida" (life insurance); 'seguro de salud' (health insurance), 'seguro de hogar' (home insurence), etc., etc. Add to that the fact that as we mentioned before, they look for a local source rather than a national source, so the search would become 'seguro de auto san jose' or 'seguro de vida orlando (or florida)'.

    In terms of sports you need to know your audience. Soccer is very popular in Mexico & South America, but not in Puerto Rico - baseball is very popular throughout as is basketball - golf don't even go there! This basically gives you an idea which group will respond to what product.

    Also is important to remember that each country may have different terms for the same object, i.e. in Puerto Rico a transit Authority bus is called "guagua" in Mexico is referred to as "autobus", in Puerto Rico a swimming pool is "piscina" in other countries is 'alberga'.

    Lets assume someone would like to sell cars to the Hispanic market, what term would they use for cars in Spanish... "auto", "carro", vehiculo", automovil"?

    Mr. Sal - a good translator will charge $0.25 for every 1/4th of a page - that is the acceptable rate.

    Just wanted to share some thoughts with you and the group.
    Last edited by Gil; August 24th, 2006 at 07:55 PM.
    A. Gil de Lamadrid
    eCommerce Manager
    Consumers Interstate Corporation

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