Spanish speaking US residents comprise one of the most prominent foreign language domestic markets in the world, with an estimated purchasing power of over $1 trillion.

US Hispanics tend to retain their culture and language more so than other ethnic groups. So given their growing clout on the web, the most effective way to target them online is through localized content, according to a recent Business 2 Community blog post.

Creating content that is relevant for US Hispanics should be the primary focus for companies wishing to target and engage with this audience. The language translation of English content would be adequate but to effectively target Spanish speakers in a specific country, the localization of content is more suitable.

The Spanish-language content should be similar in structure and length to the English-language content, making it easier for users while at the same time helping to impose brand image among the different language groups.

There are good examples of significant domestic foreign language markets in other western countries, for example with the Turkish community in Germany, or with the Polish community in the United Kingdom. Targeting these groups will help develop strong brands and open up new streams of revenue for businesses that are willing to take advantage of these multilingual opportunities.

By Alex Dupont
Marketing Communications Specialist
Language Translation Inc.

See Also

• More about language translation
  Sometimes language translation is more than translation. It can also be localization.
• More about localization
  Localization incorporates cultural elements with language translation.
• Translation for Domestic Market: Hispanics in US
  Spanish speakers in the US form one of the most prominent foreign language domestic markets in the world.