For example, Amazon has localized its websites for international markets in Europe, Canada and Japan and not only are they localized by language but by desired marketing and product specification. Yet, when it comes to the Latin market, it does not have a localized website for the Latino group, it does carry products in Spanish such as music and books but the site itself in in English.
In Globalization Partners international ” Website Globalization and E-Business U.S. Hispanic Market – In Depth , they gave an excellent example of how companies are targeting this group. ESPN Deportes has targeted the Latino group with this groups favorite sport: soccer. The following is an example of how this company has segmented and localized to each Latino group .
These are examples of localization done right.