Where’s Spanish in the Long Tail? English language sites and marketers missing out

Ad Age writer Peter Blackshaw says Spanish-language content is lacking on the Internet – marketers are not taking advantage of a growing demographic.  "I'm not just talking about the global brand websites dedicated to Mexico or Spain, but rather the U.S.-based sites with growing numbers of Spanish-dominant households in their targets. Now, I'm not suggesting U.S. brand websites shouldn't have English as the official default language. But I wonder why, even for brands where Hispanics and Latinos dominate the buyer or emerging buyer set, Spanish-language content is so sparse or even nonexistent." By 2020 one in five U.S. residents will be Hispanic.  Seems like a good opportunity for newspapers and their regional portals — if we could figure out how to streamline and make cost effective translation … 

Tags: long tail, spanish

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