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Hispanic Marketing Expert in OndaCRO

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Listen to ondaCRO’s monthly Podcasts to learn more about the Hispanic Market in the U.S.! Havi Goffan shares her expertise as a Hispanic Marketing expert on OndaCro’s online radio show “Atrapados en Latam” anchored by César Concepción.

Listen to ondaCRO's monthly Podcasts to learn more about the Hispanic Market in the U.S.!

Listen to ondaCRO’s monthly Podcasts to learn more about the Hispanic Market in the U.S.!

OndaCRO is an online and on demand Spanish-speaking radio focused on social media, marketing, entrepreneurship, technology, ecommerce, communication and more. OndaCRO belongs to Grupo Prnoticias, a large media group, and it’s built from a digital and multimedia base and core.

OndaCRO strongly believes in the benefits of podcasting, so they do not broadcast live. OndaCRO centers its efforts in digging into the latest, original, great and specific content explained by top field experts.

 

Speak Spanish? Take a Listen!!

Twitter: @ondacro Hashtag: #atrapadosenlasredes Facebook: http://www.facebook.com/ondacro

OndaCRO coverage of Hispanic Marketing with Havi Goffan

Havi Goffan podcasts monthly as a Hispanic Marketing expert in OndaCro, for the show “Atrapados en Latam” anchored by César Concepción.

Havi Goffan podcasts monthly as a Hispanic Marketing expert in OndaCro, for the show “Atrapados en Latam” anchored by César Concepción.

How can you conquer the U.S. Hispanic market? With such a sizable market, what are the opportunities for companies from Spain? Havi Goffan, expert in multicultural marketing shares with us, from Atlanta, GA, her experience with Hispanic Inbound Marketing and other strategies that can help Spaniard companies target and conquer the most important Hispanic market in the Americas.

Did you know?

  • Every 30 seconds, a Hispanic turns 18 years old.
  • There are 50+ million Hispanics in the USA
  • In less than 3 decades, non-Hispanic whites shall be a minority in the USA.The U.S. Hispanic purchasing power is the equivalent to Spain’s gross domestic product.
Discover more on OndaCRO

Latinas In Business: Havi Goffan the genie behind Target Latino

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Latinas in Business on Havi Goffan the genie behind Target Latino

Latinas in Business on Havi Goffan the genie behind Target Latino

Susana Baumann, the founder of Latinas in Business, is a multicultural marketing expert, business writer and published author. Baumann advocates for Latinos in the United States. She specialized in this market early on, when Hispanic was a “bad word” and companies would disregard the economic power of a burgeoning population..

It is a true distinction and honor for Target Latino to have Susana Baumann select Havi Goffan, our CEO for this exclusive interview published on Latinas in Business.

Just to whet your appetite, we share a few of Latinas in Business interview highlights:

On the Methodology and Algorithms developed by Target Latino in 2004 and 2010

“The Latino market is an ever evolving moving target that companies aim at with varying results. Finding a tool that would uncover the spending habits of your desired Hispanic audience is almost grabbing the pot of gold at the end of the rainbow. Target Latino has long developed a methodology to identify Hispanics online independently of their language or level of acculturation.”

On who is Havi Goffan?

“An 18-year old curious woman about computers in Argentina few decades ago was not a common occurrence –I know because I am from the “pampas” – but rarer if she was interested in applying computer technology to marketing. Whaaaaat?”

“She recognized the power of cultural knowledge as one of the pillars, together with technology and business savvy, in capturing the Hispanic market. “Instead of broadcasting a message to a market that might or might not be interested in what you have to offer, you get ready to be found when they are looking for you,” she explained.”

On Hispanic Inbound Marketing (coined by Havi Goffan after Seth Godin’s “Inbound Marketing” because in Spanish does not truly cover the whole Hispanic market)

“Whatever it is that they are looking for, the Internet has changed the way Latinos decide what to buy and who to buy from. There are only 10 places on Google’s first page. It’s not just about language anymore; it is about culture and relevance,” Havi explained.

To read the full and fascinating interview, visit Latinas in Business!

About Latinas in Business – Economic empowerment for the Latina working woman

Latinas in Business is a community of communicators and business owners seeking only one goal: to support, enrich and empower the experience of Latinas in business and the workplace. From those running their own enterprises to those just entering the labor force or sitting in the corner office, LatinasInBusiness.us is dedicated to the fastest growing business community in the nation: Latinas.

Follow Susana @sbaumann342 @LIBizus

Latinas in Business on Havi Goffan Industry Leaders

Latinas in Business on Havi Goffan Industry Leaders

Adweek: Target Latino Formed to Aid Marketers

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Target Latino Formed to Aid Marketers

By Tracy Mcreynolds Bostic – ADWEEK

ATLANTA More than 50 Atlanta-area Hispanic agencies and organizations have teamed to launch Target Latino, a community project founded to help corporations learn to properly market to Latinos, sources said.

Target Latino was established this summer by Claudia Goffan, who has experience working with companies such as Xerox Argentina, BellSouth and AT&T. Six metro-Atlanta companies, Gold’s Gym in Norcross, Liberty Mutual Norcross, Echolink Telecom, Party-Plus Atlanta, Nanette Freiman, an independent associate of Prepaid Legal, and Yellow Brick Road Properties, have signed on to participate.

Goffan said her objective in developing Target Latino is to educate marketers and advertisers of the growing market share and buying power of the Hispanic community. “Latinos are going to represent 25 percent of the U.S. population in the near future,” she said. “Companies need to understand the demographics and progress of this growing market.”

Studies conducted by the U.S. Census Bureau show that Atlanta’s Latino population grew by 362 percent between 1990 and 2000. Georgia’s Latino population grew 300 percent during the same period.

“Target Latino is comprised of marketing professionals that will help guide companies in learning how to profit from this new growth market,” said Goffan. “Simply translating marketing materials into Spanish is not a good answer. A complete marketing plan is a better solution.”

Perez Montalbetti Advertising, Sagitauro, the National Society for Hispanic MBAs, the Association of Columbian Professionals in Atlanta and the Latin American Association are among the organizations involved in the project.

Target Latino is hosting a launch party Oct. 10, where participating companies will be presented with marketing plans and strategies, sources said.

Source: Adweek