Monday, November 22, 2010

Courting Hispanic Customers With Texts and Web Sites en Español

By Tanzina Vega, The New York Times.


AS the Hispanic population in the United States continues to grow, major advertisers are seeking new ways to attract Hispanic customers. These advertisers are increasingly trying to deliver their message in Spanish through Web sites, special sites for mobile phones and texting campaigns.


“What we’re seeing is clients who are looking for growth outside their normal market, and often that market speaks a different language,” said Charles Whiteman, senior vice president of client services for the MotionPoint Corporation, a company that offers Web site translation services for marketers. “If we’re serious about targeting this consumer, this target market, we need to speak their language.”


The company, which translates Web site content into 34 languages, uses a combination of technology and humans for its translations. The technology allows the company to automatically update Web sites within 24 hours if any changes are made to the content, and provides companies with basic Web data on topics like the time users spend on a site and whether purchases increase after a change is made to the text on the page.


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