How to Target Key Latin American Markets
  Ana Leckenby – WebCertain
Spanish and Portughese speaking countries total more than 200 million worldwide – an interesting audience

• There are a number of economies that have survied difficult times – for example chile, argentina
• high tech cities
• a push to support globalisation

Things Latin Americans like ..

• transactional – people who like to do online banking
• communicators – countries that are using the internet as a means of communicating
• Social – Mexico one of the top users
• self improvement – used to search for jobs – here Peru is a leader
• new Web – Chile

there is a very high penetration for different uses – 25% people are using twitter a lot and updating their status online.
Ecommerce: they are buying books and computer accessories CD/DVDs Travel related, the Ecommerce is estimated to be USD 30 billion by 2010
Most companies are not doing SEO – there is a lack of content SMBs find SEO very expensive and cannot see how they will benefit from it

Paid search has a very low CPC – there is a good conversion rate.
The differences in language will tend to be greater for consumer goods – less likely in industry where the vocabulary will be more “standard”
People don’t search using accents.

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