Digital Age Print Translation
Why print translation? You may have heard that print is now outdated. If you are a marketing professional, it seems that it only really pays to offer digital content. Although digital marketing has taken a firm hold, it goes without saying that print media is still alive and well. Audiences are likely to respond favorably to print, simply because it can be considered both unusual and more personalized. When considering translating or localizing your digital assets, you should also think about translating your printed collateral.
Print Perspectives & Why Print Translation Is Still Needed
It’s not difficult to find expert opinions claiming that print is still thriving. A recent article from CNN noted that many companies are diving into the world of print to bring about a fresh perspective on a common standard in advertising. One such company is Airbnb, which is exploring how to publish highlights on a quarterly basis, focusing on three cities at a time, all while using rich content and beautiful images. The emphasis is less on promoting the Airbnb brand, and more on inspiring people to travel and encouraging them to use the service.
In addition, a great piece this year from the PGAMA indicates that print is not only seen as a necessity for some areas of a business, but that it is being revisited in innovative ways. That means that when looking at translating assets, print translation should still be on your business agenda.
Print Translation Can Accelerate Engagement
Some say that print media also has the ability to engage audiences much more than digital media can. Print still has a level of tactility that cannot yet be matched digitally. A current piece from the American Marketing Association states that print is very interesting simply because it provokes potential customers to read it. When you buy print, or you receive it in the mail, there is a call to read it, unlike what you experience with digital. It follows that translation of print is a necessity when looking at your international audience. If you have the time to read a magazine, you are going to have the time to engage in the advertisements interspersed throughout the copy. Reading-oriented material is tactile, and reading it is often done at a more leisurely pace than consuming content on a website, for example.
Is Print Translation Coming to the Fore?
In the end, you are going to find that there are countless reasons why print is not something that you should back away from. About 56% of consumers trust print more than any other type of advertising. This means that with print translation you are engaging with your target audience in a way they often prefer. Additionally, roughly 7 out of every 10 people in the United States have reported feeling that direct mailing is more personal than any online ad. Small businesses are also finding a much bigger result from their print marketing efforts, bringing about a wealth of new strategies and a bigger return on investment.
If you are a business looking to expand your international audience, translating your printed material is a MUST.
Adding A Personal Touch Via Print Translation
Even though you can personalize your email campaigns, audiences understand that greater effort goes into creating a customized print ad than a digital advertisement. Personalization is also something that goes hand in hand with localization. When you have international customers, you will find that quality marketing content will always get a good response. You will not be able to achieve a good response with generic ads that are spread across several continents. Work with a team who understands localization and print translation to deliver the best possible results.
You can marry your print and digital marketing for incredible results. Relevant, quality print will always be considered a business asset. Adjust your copy accordingly, so that you can focus on phrasing, analogies and other culture-based references that will allow you to engage with a local audience, no matter where they are in the world.
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