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Session Details

Reaching Untapped Markets in the US: Targeting the Hispanic and Other Non-native English Speaking Markets

Speaker: John Watkins
Time: 11:30 AM - 12:30 PM   Date: October 30
Track: Localization & Translation
Experience level: All levels

There is no question that as the immigration of foreign nationals to the US is changing the landscape for product marketing. Over 100 languages are spoken in the US today, with Spanish being the most common language amongst non-native English speakers. Of these 100 languages, there are 11 languages that correspond to populations greater that 500,000 people in the US (ranging from Arabic with 0.6 Million US residents to Spanish with 28 Million residents). Communicating effectively with these consumers, especially the large US Hispanic market, brings the need for effective localization and translation strategies to further increase market opportunities in the US.

John Watkins presents an overview of the evolving demographic trends, especially in the Hispanic community, within this rapidly growing market and highlights effective strategies used to communicate with the target audiences. Real-world examples highlight relevant considerations and effective strategies for translating and localizing content for this market.

Topics include:

• Identifying a growing market through demographics
• Knowing your audience to communicate your message effectively
• Understanding when you must translate your message
• Implementing effective strategies for targeting the non-English speakers