{"id":152421,"date":"2023-01-26T12:05:34","date_gmt":"2023-01-26T10:05:34","guid":{"rendered":"https:\/\/www.voicebooking.com\/fr\/blog\/"},"modified":"2023-06-27T17:16:19","modified_gmt":"2023-06-27T15:16:19","slug":"adapter-contenu-en-periode-de-recession","status":"publish","type":"post","link":"http:\/\/www.voicebooking.com\/fr\/blog\/adapter-contenu-en-periode-de-recession","title":{"rendered":"Pourquoi vous devez adapter votre contenu en p\u00e9riode de r\u00e9cession"},"content":{"rendered":"

Lorsque la r\u00e9cession frappe, votre premier r\u00e9flexe n’est g\u00e9n\u00e9ralement pas de traduire votre contenu dans le but de vous implanter sur de nouveaux march\u00e9s. Pourtant, cette d\u00e9cision peut s’av\u00e9rer tr\u00e8s judicieuse et vous sera tr\u00e8s profitable \u00e0 long terme. Voil\u00e0 pourquoi.<\/i><\/strong><\/p>\n

 <\/p>\n

Plusieurs langues<\/b><\/h2>\n

Si l’anglais est rapidement devenu la lingua franca du monde occidental, cela ne veut pas dire qu’il n’est pas n\u00e9cessaire de localiser votre contenu. M\u00eame si des personnes provenant de diff\u00e9rents pays sont techniquement capables de comprendre ce que vous dites, 65 % des personnes dont l’anglais n’est pas la langue maternelle pr\u00e9f\u00e8rent un contenu dans leur propre langue. Et comme seulement 5,4 % de la population est anglophone, cela signifie que vous touchez beaucoup moins de personnes que vous ne le pourriez.<\/span><\/p>\n

En ne localisant pas votre contenu, vous renoncez \u00e0 d’\u00e9normes opportunit\u00e9s dont vos concurrents pourraient profiter \u00e0 votre place. Non seulement vous choisissez de laisser passer une \u00e9norme opportunit\u00e9 de contenu personnalis\u00e9, mais vous allez \u00e9galement p\u00eacher dans le m\u00eame \u00e9tang que pratiquement tous vos concurrents.<\/span><\/p>\n

Je suis originaire des Pays-Bas et je suis noy\u00e9 sous un flot de contenu anglais, alors que ma grand-m\u00e8re, qui ne parle pas un mot d’anglais, ne re\u00e7oit que du contenu n\u00e9erlandais dans son fil d’actualit\u00e9. Et il s’av\u00e8re qu’il y a beaucoup moins d’entreprises qui se disputent son attention sur ce flux.\u00a0<\/span><\/p>\n

Nous devons tous reconna\u00eetre le nombre consid\u00e9rable de personnes qui ne parlent pas anglais et profiter de cette opportunit\u00e9 alors que tous les autres se contentent de l’anglais facile. Si vous voulez que vos clients vous fassent confiance, vous devez les aborder dans leur langue maternelle.<\/span><\/p>\n

 <\/p>\n

\"\"<\/p>\n

<\/h2>\n

1# – Des f\u00eates diff\u00e9rentes<\/b><\/h2>\n

En vous assurant que votre contenu est adapt\u00e9 aux nouveaux march\u00e9s que vous essayez de p\u00e9n\u00e9trer, vous vous pr\u00e9sentez comme un v\u00e9ritable partenaire commercial. Cela montre que vous \u00eates une entreprise professionnelle qui se soucie de ses clients. Si vous renoncez \u00e0 la localisation, vous risquez de nuire \u00e0 votre r\u00e9putation sur ce nouveau march\u00e9.\u00a0<\/span><\/p>\n

Cela vous co\u00fbtera beaucoup de bonne volont\u00e9 dans le futur. Imaginons que vous essayez de faire des affaires en Italie et que vous souhaitiez diffuser un contenu ax\u00e9 sur No\u00ebl. En mettant l’accent sur des dates comme la veille et le jour de No\u00ebl, vous serez instantan\u00e9ment consid\u00e9r\u00e9 comme un \u00e9tranger, car les Italiens portent leur attention sur le 6 janvier, l’\u00e9piphanie.<\/span><\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

2# – Une culture diff\u00e9rente<\/b><\/h2>\n

Ce qui fonctionne dans une situation peut \u00eatre un d\u00e9sastre total dans une autre. Alors que le concept de Walmart a clairement pris d’assaut l’Am\u00e9rique du Nord, les choses ont tourn\u00e9 diff\u00e9remment lorsque l’entreprise s’est \u00e9tendue en Allemagne. Les clients allemands consid\u00e9raient les h\u00f4tesses d’accueil comme effrayantes et les employ\u00e9s avaient parfois l’impression de faire partie d’une secte, en raison des chants matinaux obligatoires.\u00a0<\/span><\/p>\n

La grande surface a suppos\u00e9 qu’elle pouvait simplement faire la m\u00eame chose en Allemagne qu’en Am\u00e9rique du Nord. Mais avec un accueil n\u00e9gatif et des revenus d\u00e9cevants, elle a quitt\u00e9 le march\u00e9 allemand neuf ans apr\u00e8s son entr\u00e9e.<\/span><\/p>\n

Ce que nous pouvons apprendre de cette petite histoire, c’est que quoi que vous proposiez, des supermarch\u00e9s au contenu marketing, cela doit correspondre aux normes culturelles locales. Il est donc essentiel que vous adaptiez votre contenu marketing au public que vous essayez de cibler avec ce contenu. L’art de la localisation.<\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

#3 – Des march\u00e9s diff\u00e9rents<\/b><\/h2>\n

Bien s\u00fbr, se lancer sur de nouveaux march\u00e9s peut \u00eatre co\u00fbteux, surtout maintenant que vous savez les efforts de localisation n\u00e9cessaires pour le faire correctement. Mais l’expansion sur de nouveaux march\u00e9s peut vous apporter beaucoup en retour.\u00a0<\/span><\/p>\n

L’avenir \u00e9tant par nature incertain, cela permet \u00e0 votre entreprise d’\u00eatre plus r\u00e9siliente. Lorsque les pr\u00e9visions \u00e9conomiques sont mauvaises, les march\u00e9s ont tendance \u00e0 se contracter. Donc, si vous voulez que votre produit soit utilis\u00e9 par le m\u00eame nombre de clients qu’auparavant, vous devez, soit augmenter votre part de march\u00e9, soit p\u00e9n\u00e9trer de nouveaux march\u00e9s. Le marketing n’est pas de la magie, mais des math\u00e9matiques.<\/span><\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

#4 – Des opportunit\u00e9s diff\u00e9rentes<\/b><\/h2>\n

Combinez ces informations avec le fait qu’en p\u00e9riode de r\u00e9cession, beaucoup de vos concurrents r\u00e9duisent leurs d\u00e9penses de marketing. Cela signifie que vous devez d\u00e9penser moins d’argent pour vous d\u00e9marquer, car la foule n’est tout simplement plus aussi importante qu’avant. Et si la r\u00e9cession peut affecter gravement votre march\u00e9 domestique, ce n’est pas forc\u00e9ment le cas pour tous les march\u00e9s.\u00a0<\/span><\/p>\n

La capacit\u00e9 \u00e0 identifier rapidement les opportunit\u00e9s de croissance sur d’autres march\u00e9s vous aidera \u00e0 \u00e9chapper aux hauts et aux bas d’un seul march\u00e9 et vous permettra de mieux r\u00e9partir vos risques.\u00a0<\/span><\/p>\n

 <\/p>\n

\"\"<\/p>\n

 <\/p>\n

Tout mettre en commun<\/span><\/h3>\n

Pour faire simple, la localisation de votre contenu vous permet d’acc\u00e9der \u00e0 de nouveaux march\u00e9s et \u00e0 de nouveaux clients de mani\u00e8re authentique. Vous aurez une longueur d’avance sur la concurrence, qui pourrait choisir de se concentrer sur sa base de clients existante, tandis que vous exploitez l’espace qu’elle a laiss\u00e9 derri\u00e8re elle.\u00a0<\/span><\/p>\n

Acc\u00e9der rapidement \u00e0 de nouveaux clients sur diff\u00e9rents march\u00e9s vous permet de prendre moins de risques, tout en vous engageant aupr\u00e8s d’une client\u00e8le plus importante. La localisation est exactement le moyen d’y parvenir, alors n’h\u00e9sitez pas \u00e0 nous contacter ici chez Voicebooking.<\/span><\/p>\n

Parce qu’avec plus de 90 langues diff\u00e9rentes, je suis s\u00fbr que nous pouvons vous fournir les voix-off dont vous avez besoin. En effet, nos voix-off professionnelles sont les plus exp\u00e9riment\u00e9es dans leurs pays respectifs. Vous pouvez \u00eatre s\u00fbr qu’elles auront exactement le bon ton. Cela garantit que votre contenu sera transmis aux bonnes personnes, de la bonne mani\u00e8re.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lorsque la r\u00e9cession frappe, votre premier r\u00e9flexe n’est g\u00e9n\u00e9ralement pas de traduire votre contenu dans le but de vous implanter sur de nouveaux march\u00e9s. Pourtant, cette d\u00e9cision peut s’av\u00e9rer tr\u00e8s judicieuse et vous sera tr\u00e8s profitable \u00e0 long terme. Voil\u00e0 pourquoi.<\/p>\n","protected":false},"author":3,"featured_media":157639,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[278],"tags":[1764,1666,1767,1769,1770,1773,1774,1775,1665,1776],"class_list":["post-152421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips","tag-content-fr","tag-content-creation-fr","tag-create-content-fr","tag-how-to-content-fr","tag-how-to-localise-fr","tag-localise-fr","tag-localising-content-fr","tag-marketing-content-fr","tag-recession-fr","tag-what-to-localise-fr"],"acf":[],"yoast_head":"\nAdapter votre contenu pendant une r\u00e9cession | Voicebooking<\/title>\n<meta name=\"description\" content=\"Cela peut sembler d\u00e9favorable, mais la localisation de votre contenu en p\u00e9riode de r\u00e9cession est un bon pas en avant. 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