WebMama'com Inc' 2005SES San Jose 2005

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Search Marketing to Spanish Speakers

• Barbara C. Collbcoll_at_webmama.comCEO,
  WebMama.comPast President and Chairperson,
  Current Director, SEMPO, Inc.

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Agenda

• Buyer Power/Opportunity
• Who is advertising in Spanish
• Reaching Latinos/South America
• Search ? Phone Call
• Reaching Hispanics

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Buying Power you bet!
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DMA Survey (2004/5) 10,500 contributors

• Number of Hispanic Direct Purchases by Media
  Channel
• Online 82 made a purchase through a Web site in
  the past year with 62 making 5 or fewer
  purchases. An additional 36 made 6 or more
  purchases.
• E-Mail 15 made a purchase by e-mail in the past
  year with an average of 5.4 purchases.
• Telephone 57 of telephone direct buyers made
  one or two purchases by telephone in the past
  year.
• DRTV 42 of television direct buyers reported
  only a single direct purchase in response to a
  television ad or infomercial.

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• Guess Who Gets It?

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NY Mets
A quarter of all major-league players are now
Latin American, and that number is virtually
guaranteed to grow almost half of all minor
leaguers are Latino.
Full Name Pedro Jaime Martinez Born 10/25/1971
Birthplace Manoguayabo, Dominican Republic
Height 5'11"   Weight 180 Bats Right
Throws Right College N/A MLB Debut
09/24/1992
the Mets unveiled a parallel advertising blitz
aimed at Hispanics, a campaign reflecting the new
and proudly multicultural face of baseball. Until
this year, the Mets largely limited their efforts
to attract Latinos to two promotions, Merengue
Night and Hispanic Heritage Night.
NY Times August 2005
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(No Transcript)
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Search boletos de beisbol ny mets
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Search boletos de beisbol
The Official Site of Major League Baseball     
      Sabor a Béisbol - Mejor del 2004 350K. ,
Velocidad - Mejor del 2004 350K ... Opening Day
Fever Compre boletos ó paquetes de boletos para
cualquier equipo mlb.mlb.com/NASApp/mlb/mlb/spani
sh/mlb_spanish.jsp
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• We used to tell them that marketing to
  Hispanics was a opportunity. Now we are telling
  them its a necessity. If they dont do it, then
  they are going out of business.
• President of the Association of Hispanic
  Agencies MediaPost September 2003.

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English? Spanish? SEM in Spanish?Website in
Spanish? Shopping Cart?

• English enters into media for LatinosMarketers,
  television broadcasters and publications in
  pursuit of acculturated' Hispanics are learning
  to speak their language.

Spanish may be the dominant language of Latinos,
the fastest-growing ethnic group in the country.
However, for bilingual, better-educated young
Hispanics, English increasingly is the media
language of choice.
Chicago Tribune August 5, 2005
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Search Advertising Industry Milestones

• First SES/Spanish Session Chicago December 2003
• IAB Hispanic Committee Formed
• First SES Show focused exclusively on Spanish
  Speakers SES Latino
• SEMs and Advertisers

The Premier Event for Search Engine Marketing
Optimization Adds the Hispanic and Latin America
markets in July 10-11th, 2006 - You Can't Afford
to Miss It!
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Online Portal/Search Milestones

• Yahoo Purchases Terespondo April 2005
• Univision Becomes Google Distributor

• AOL Latino
• Yahoo Espanol
• MSN Latino

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Recognition of 2nd Language of US
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Typo or Another Language
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Real Estate in Denver

• Hispanic market is the fastest growing homes
  sales in the Denver Market
• All organic 80 of sales come from Search
  Results
• Real Estate Company OwnerSES San Jose Attendee
  2005
• Both languages required to make the sale
• Worried about click fraud and loan fraud

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Go Visit Costa Rica travel guide

• Translated into Spanish and English
• Costa Rica Trip Sales
• Organic US site 80 are US reservations
• Contact us through site info email address in
  Spanish
• Keywords are different from english keywords
• Go Visit Costa Rica Do it your self-travel
  planning site

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Speakers

• Lucas Morea Latinedge
• Nacho Hernandez - iHispanic

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Thank you.

• Barbara Coll
• bcoll_at_webmama.com