Last week AOL Advertising, the largest online ad network, released a study revealing that Spanish-language online ads are not only failing to connect with Hispanic audiences, but actually alienating them. These ads are typically translated from English to Spanish, segmenting the audiences only by the languages they speak with little regard for their life stages, interests, or other psychographics… No wonder they’re turned off.
This report begs us to examine the way we build foreign language websites and how we speak to our multi-cultural site visitors. At Boston Interactive, we receive frequent inquiries from companies looking to expand their web presence into multiple languages. And as we operate in a global economy and a world that is so connected by the web, more and more organizations have to consider this every day. Even if your company does not need a foreign language site today, it’s important to consider whether it may need one in a few years. That way you can build your website to accommodate future phases. Read On
