Tailor, don't translate, Web campaigns

12/19/2008 | Bloomberg Businessweek

Marketers are responding to a greater presence of Hispanic, African-American and Asian-American online users by reworking general marketing efforts to fit these demographic groups, according to a study by eMarketer. Companies targeting these groups "can't just translate their mass-market campaign into another language," eMarketer senior analyst Lisa Phillips said. "You have to have an understanding of their cultures and traditions."

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