{"id":2619,"date":"2021-02-03T10:50:52","date_gmt":"2021-02-03T09:50:52","guid":{"rendered":"https:\/\/traduc.com\/blog\/?p=2619"},"modified":"2022-07-12T15:14:44","modified_gmt":"2022-07-12T13:14:44","slug":"adapter-strategie-de-communication-internationale","status":"publish","type":"post","link":"https:\/\/traduc.com\/blog\/adapter-strategie-de-communication-internationale\/","title":{"rendered":"Comment adapter sa strat\u00e9gie de communication \u00e0 l'international ?"},"content":{"rendered":"

En communication internationale, il ne suffit pas de traduire vos contenus pour que votre communication soit percutante. Pour \u00eatre vu, d\u00e9sir\u00e9, achet\u00e9, il faut r\u00e9ussir \u00e0 toucher la bonne cible de la bonne mani\u00e8re.<\/p>\n

Il est donc primordial de d\u00e9finir une bonne strat\u00e9gie et de s\u2019adapter aux diff\u00e9rents pays cibles afin de ne perdre ni temps ni argent (ni espoir). Nous allons vous donner un premier aper\u00e7u des \u00e9l\u00e9ments importants pour \u00e9tablir cette strat\u00e9gie entre harmonie et diversit\u00e9.<\/p>\n

Quels \u00e9l\u00e9ments entrent dans une strat\u00e9gie de communication \u00e0 l\u2019international ?<\/h2>\n

Pour adapter votre strat\u00e9gie de communication \u00e0 l\u2019international, il est important de bien avoir en t\u00eate tout ce qui rentre dans votre strat\u00e9gie de communication afin de ne rien oublier. En fonction de votre entreprise, les supports peuvent \u00eatre diff\u00e9rents.<\/p>\n

Les plus courants sont cependant les sites internets<\/a>, les flyers et autres brochures<\/a>, les affiches, les spots t\u00e9l\u00e9visuels ou radiophoniques, les vid\u00e9os publicitaires \u00e0 destination des diff\u00e9rents r\u00e9seaux sociaux, les affiches en ville, etc. Tous ne prendront pas la m\u00eame importance dans votre strat\u00e9gie mais aucun ne doit \u00eatre oubli\u00e9.<\/p>\n

\"\"<\/p>\n

\u00c0 lire aussi :<\/strong> Comment bien g\u00e9rer votre r\u00e9putation \u00e0 l’international ?<\/a><\/p><\/blockquote>\n

Travailler sur l\u2019harmonisation et la pertinence de vos supports<\/h2>\n

Adapter, c\u2019est envisager des changements. Et il faudra en faire afin de chacune de vos communications correspondent \u00e0 votre cible. Cependant, il y a des certaines choses qui doivent persister malgr\u00e9 les adaptations.<\/p>\n

En effet, il est important que vous restiez identifiable pour tous peu importe o\u00f9 votre support de communication sera vu. Pour cela, il est important d\u2019adopter une charte graphique qui vous repr\u00e9sente et qui sera la m\u00eame pour tous. Il en va de m\u00eame pour le logo qui doit \u00eatre reconnaissable partout, ou votre couleur embl\u00e9matique qui se doit de rester la m\u00eame (vous reconna\u00eetriez un Coca Cola dont l\u2019\u00e9tiquette serait bleue ?).<\/p>\n

\n

Concernant slogan, il peut \u00eatre int\u00e9ressant de chercher \u00e0 conserver certains \u00e9l\u00e9ments, au moins l\u2019un des suivants : la musicalit\u00e9, le rythme, les sonorit\u00e9s. A titre d\u2019exemple, le slogan allemand de Carglass \u00ab Carglass repariert, Carglass tauscht aus \u00bb peut se chanter sur le m\u00eame air que la version fran\u00e7aise \u00ab Carglass r\u00e9pare, Carglass remplace \u00bb.<\/p>\n

\"\"<\/p>\n

\u00c0 lire aussi :<\/strong> 20 r\u00e9seaux sociaux \u00e0 ne pas oublier pour votre communication internationale<\/a><\/p><\/blockquote>\n

Adapter vos pratiques, pas seulement votre contenu<\/h2>\n

Traduire vos communications est une activit\u00e9 indispensable pour mettre en place une communication \u00e0 l\u2019international. Mais traduire ne suffit pas car vous ne pourrez pas adopter la m\u00eame strat\u00e9gie d\u2019un pays \u00e0 l\u2019autre. Il faut r\u00e9fl\u00e9chir aux pratiques de vos pays cibles. Chercher \u00e0 produire un contenu globalis\u00e9 qui pourra plaire \u00e0 vos cibles quelque soit le pays est une option qui permet de simplifier le processus et r\u00e9duire les d\u00e9penses.<\/p>\n

En effet, une publicit\u00e9, par exemple sur Facebook, peut \u00eatre diffus\u00e9e \u00e0 l\u2019identique dans des dizaines de pays. Mais la communication internationale n\u2019est pas universelle et vous risquez de rater vos cibles si vous ne localiser pas vos communications.<\/p>\n

\"\"<\/p>\n

Par exemple, en France, sont privil\u00e9gi\u00e9es les publicit\u00e9s qui font rire ou le discours incitateur, tandis qu\u2019en Allemagne, on attend des publicit\u00e9s qu\u2019elles soient p\u00e9dagogiques. Vous ne pouvez donc pas proposer la m\u00eame pub pour les deux publics.<\/p>\n

Bien choisir son canal de communication<\/h2>\n

On ne consomme pas l\u2019information ou la publicit\u00e9 de la m\u00eame fa\u00e7on partout. Si vous visez le nord de l\u2019Europe, il sera int\u00e9ressant de vous positionner sur un support papier, tandis que dans le sud de l\u2019Europe, l\u00e0 o\u00f9 il faut \u00eatre, c\u2019est la t\u00e9l\u00e9vision.<\/p>\n

Une offre comparable est-elle d\u00e9j\u00e0 pr\u00e9sente, dans votre pays cible, sur tel ou tel canal ? Il est important de savoir o\u00f9 \u00eatre pr\u00e9sent pour \u00eatre certains d\u2019\u00eatre vu. T\u00e9l\u00e9vision ? Journaux ? Flyer \u00e0 distribuer<\/a> ? Radio ? Blog ? R\u00e9seaux sociaux<\/a> ? Affiche publicitaire en ville ? Les options sont vari\u00e9es ! Cela peut aussi passer par le choix d\u2019un r\u00e9seau social en particulier, comme nous l\u2019avons vu pr\u00e9c\u00e9demment. Alors renseignez vous.<\/p>\n

\u00c0 lire aussi :<\/strong> 5 conseils pour assurer votre visibilit\u00e9 web \u00e0 l’international<\/a><\/p><\/blockquote>\n

Faites traduire vos contenus et supports de communications par des traducteurs sp\u00e9cialis\u00e9s<\/a> sur Traduc.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

En communication internationale, il ne suffit pas de traduire vos contenus pour que votre communication soit percutante. Pour \u00eatre vu, d\u00e9sir\u00e9, achet\u00e9, il faut r\u00e9ussir \u00e0 toucher la bonne cible de la bonne mani\u00e8re. Il est donc primordial de d\u00e9finir une bonne strat\u00e9gie et de s\u2019adapter aux diff\u00e9rents pays cibles afin de ne perdre ni […]<\/p>\n","protected":false},"author":15,"featured_media":8921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[51],"tags":[],"class_list":["post-2619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"\nComment adapter sa strat\u00e9gie de communication \u00e0 l'international ? - Traduc Blog<\/title>\n<meta name=\"description\" content=\"\ufeff\ufeffEn communication internationale, il ne suffit pas de traduire vos contenus pour que votre communication soit percutante. 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