Felipe Korzenny and Social Media Marketing to Hispanics
Felipe Korzenny is an interesting guy. He’s a professor at Florida State who studies Hispanic marketing. I’ve heard him speak and he’s very interesting to listen to. The most amazing thing about the guy is that, unlike many people, when he makes assertions about Hispanic marketing he backs it up with lots and lots of hard data.
Prof. Korzenny has a post on his blog today about using social media to reach Hispanic consumers. Among his findings are that they “have discovered that Hispanics are particularly interested in new technology, having their own personal blogs and websites,” which he says is “likely due to the social nature of Hispanics who see Social Media as a way to keep in touch and maintain relationships.”
According to the professor, “Interactivity on the Web is now making Social Media Marketing more power than television, radio, newspapers, and magazines ( http://hmc.comm.fsu.edu/ ). The future in marketing to Hispanics is here.”
Prof. Korzenny isn’t new to Hispanic marketing and he isn’t young and focused on digital marketing, like those of us here at TM. He just cares about the best way to reach the Hispanic market. When guys like him start to come around on things like social media, the rest of the industry should pay attention.