Tuesday, June 19, 2007

Reaching Latin Americans Through Search Engine Marketing

I am in Miami today listening to experts in reaching Latinos and Hispanics through search engine marketing, including paid and organic. This is a frustrated but enthusiastic group. Frustrated because they have been preaching the opportunity inside the buying power of the Hispanic and South American businesses and consumers for years and years and nobody seems to be listening. Enthusiastic because they know that they are right! There are opportunities and those that believe will make money.

Statistics, clearly, the opportunity exists. High internet penetration, high (higher than US) page views per day, and more time spent on the web. Yes it is a younger audience, very involved in social networking and mobile. It may not be the place to sell enterprise software - yet, but it is definitely the place to establish brands and sell what the kids want: games, music, food...etc.

Google 'owns' 70%+ of the searches in Latin America. Google has chosen Buenos Aires as its Latin American headquarters. They are ramping up on engineering and sales in the region. They think this is a serious opportunity.

The audience here at SES Latino is primarily Latin Spanish or Brazilian speakers. I am one of the few speakers who does not speak Spanish or Portueguese, and it is a humbling experience. With all the opportunity in South America and the huge Hispanic population in the US, I wish I spoke the language.

Next year I expect SES Latino to be in Buenos Aires. It is a great opportunity for US/Canadian advertisers and agencies to experience first hand the exciting opportunities in the culturally different world.

Next post - what Spanish do you use for a global company?

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posted by Barbara 'webmama' Coll @ 7:31 AM     Permanent Link