A State Fish and Wildlife Agency decides that it would be a good thing to target the “Hispanic” community to encourage them to buy hunting and fishing licenses.
(Let’s put aside for a moment that within the “Hispanic” community there are dozens of cultural variations.)
So they create some marketing collateral in Spanish, maybe make a few banner ads with Spanish text linking to English language pages.
Maybe they even go so far as to translate their rules and regulations into Spanish to that this group will really understand the penalties awaiting them when they break those rules.
Here’s the kicker.
All of this points to woefully outdated websites that look horrible on mobile devices.
53% of this group use tablets to shop for local products. Hunting and fishing are local products.
How many Customers did your agency turn away today?