Introducing Hispanic Personas
In my last article, I asked, “Are we approaching Hispanic Social Media all wrong?” Has 40+ years of Hispanic advertising based on language, demographics, and culture led us astray in the age of social media? My thesis was, and continues to be, that marketers need to move beyond language, demographics and culture if they hope to be effective in using social media to engage Hispanics. I introduced the topic of psychographics (e.g., tapping into digital psychographic communities) and the possibility that this might be an effective starting point when it comes to reaching Hispanics in social media.
More importantly, I promised an attempt at the billion-dollar question of how marketers could successfully utilize social media to reach Hispanics. In anticipation of an answer, we need to start with the right research and approach. In an article I wrote last September, I noted that “our industry needs more robust qualitative research and behavioral models … to smartly ‘go to market’ with Hispanics in social media.” I think personas might just be the right framework. Read More »
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