If the commercial juggernaut Amazon.com believes marketing in Spanish opens in a new window to Hispanics born in the U.S. is a good idea, even though there has been some decline in the demand for Spanish-language media opens in a new window, odds are the company is following a plan based on a sound strategy. Multilingual, multimedia websites are the windows corporations use to peer into, and reach the “soul’ of their customers. And with Cinco de Mayo around the corner, we can’t help to wonder that if a customer would prefer to interact with a website in Spanish, regardless of where that person lives, or his or her family background, it might be a good idea to keep that option open.
A Look at the Numbers
The Latino community in the U.S. is in transition, which is an important fact to know when it comes to language translation. Just because someone claims Hispanic heritage, that isn’t a guarantee the person in question speaks Spanish fluently, or even prefers to converse in Spanish. But of course, many people do.
Amazon’s recent announcement that U.S.-based consumers will now be able to easily flip back and forth between the company’s flagship English-language website, and a Spanish website translation, demonstrates how important the company believes the 40 million plus native Spanish speakers, and 10 million or so bilingual Spanish speakers living in the United States really are. This attention to customers’ linguistic and cultural heritage is something foreign language translation services, and the clients they advise, really need to pay attention to.
The Benefits of Building a Website in Spanish
With recent declines in immigration from Latin America, but an increase in U.S.-born Latinos, the linguistic landscape as far as Spanish language translation is concerned in the U.S. makes for a complicated linguistic puzzle. Despite these changing complexities, investing in a multilingual, multimedia website, Spanish-based or translated from English, can offer businesses numerous benefits.
The obvious benefit is being able to communicate with customers in the language they’re most comfortable with. And even if Spanish only happens to be someone’s second language, or the language of their parents or grandparents, the option to easily toggle to web page translations in Spanish shows that Amazon, or any other company utilizing foreign language translation services to build better websites, is paying close attention to their customers’ cultural heritage — which is also a great thing to tout on the public relations front.
And of course an easy-to-use website in Spanish will likely be shared with a client’s Spanish-speaking friends and family on social media networks in the U.S., and overseas, leading to an even larger potential customer base.
The Challenges of Building a Website in Spanish
Challenges in tracking the fluency levels of Spanish-speakers in the U.S., and their ultimate language preferences, do exist of course. Setting aside funds for the associated costs and dealing with the technical logistics of adding Spanish website translation to a traditional site can also present challenges. But that’s why foreign language translation services, like GlobalVision, exist — to do all of the heavy lifting when it comes time to delve into Spanish web page translations.
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