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Why translate print? You may have heard that print is now outdated.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 become a dominant force, it goes without saying that print media is still very much alive and well. Audiences are likely to respond favourably to print, simply because it can be considered both unusual and more personalised. When considering translating or localising 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 by CNN noted that many companies are diving into the world of print, to view this common standard in advertising from a fresh perspective. One such company is Airbnb, which is exploring how to publish inspiring content on a quarterly basis, which focuses on three cities at a time and uses rich copyt 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 suggests that not only is print seen as a necessity for some areas of business, but that it is being revisited in innovative ways. All of which means that, when considering the translation of assets, print translation should still be on your business agenda.
Print Translation Can Accelerate Engagement
Some say that print media can also create higher reader engagement than digital media can. Print has a degree of tactility that cannot yet be matched by digital. A current piece by 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 post, there is a call to read it, which is unlike the experience with digital. This indicates that translating print is a necessity when considering your international audience. If you have the time to read a magazine, you are going to have the time to engage with all the advertisements interspersed throughout the copy. Reading printed material is a tactile experience, and reading targeted content is more often done at a leisurely pace than consuming content on a website, for example.
Is Print Translation Coming To The Fore?
Ultimately, you will find that there are countless reasons why print is not something that you should shy 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, around seven in ten people in the United States have reported feeling that direct mail is more personal than any online ad. Small businesses are also finding that their print marketing efforts deliver greater results, inspiring a wealth of new strategies and bringing 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 personalise your email campaigns, audiences understand that more effort goes into creating a customised print ad than a digital advertisement. Personalisation is also something that goes hand in hand with localisation. When you have international customers, you will find that quality marketing content is always going to get a good response. You will not be able to achieve a good response with generic ads that are plastered across several continents. Work with a team who understand localisation 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-specific references that will allow you to engage with a local audience, no matter where they are in the world.
