{"id":178272,"date":"2026-01-16T17:03:46","date_gmt":"2026-01-16T15:03:46","guid":{"rendered":"https:\/\/factorialhr.com\/blog\/factorial-play\/videos\/comment-sadapter-a-un-marche-qui-parle-la-meme-langue-mais-pense-differemment\/"},"modified":"2026-01-16T17:03:46","modified_gmt":"2026-01-16T15:03:46","slug":"comment-sadapter-a-un-marche-qui-parle-la-meme-langue-mais-pense-differemment","status":"publish","type":"factorial_video","link":"https:\/\/factorial.fr\/blog\/factorial-play\/videos\/comment-sadapter-a-un-marche-qui-parle-la-meme-langue-mais-pense-differemment\/","title":{"rendered":"Comment s\u2019adapter \u00e0 un march\u00e9 qui parle la m\u00eame langue mais pense diff\u00e9remment ?"},"featured_media":0,"template":"","meta":{"_acf_changed":false,"_video_type":"highlight","_related_series":167693,"_related_episode":178227,"_related_season":0,"_video_source":"vimeo","_youtube_video_id":"","_vimeo_video_id":"1113480083","_speaker_id":177274,"_video_description":"Cristina Tosca aborde l'importance de s'adapter \u00e0 de nouveaux march\u00e9s, en particulier en Am\u00e9rique Latine, o\u00f9 plus de 70 % de son audience provenait. Pour r\u00e9ussir, il est essentiel de comprendre les sp\u00e9cificit\u00e9s culturelles et linguistiques, m\u00eame lorsque la langue est la m\u00eame. Par exemple, des traductions en espagnol local \u00e9taient n\u00e9cessaires pour rendre le contenu pertinent, soulignant l'importance de la communication dans la gestion d'\u00e9quipe. En int\u00e9grant les valeurs de l'entreprise avec une compr\u00e9hension approfondie des traditions locales, les campagnes publicitaires peuvent devenir plus efficaces. La connaissance des jours de cong\u00e9 et des comportements culturels est cruciale pour \u00e9tablir des connexions authentiques avec le public. Selon Cristina Tosca, ce processus enrichissant a permis de d\u00e9velopper des plans de carri\u00e8re solides au sein de l'\u00e9quipe. Ne manquez pas d'autres conseils et insights sur la gestion des march\u00e9s dans l'\u00e9pisode complet.","_video_transcription":"00:04 - S'adapter \u00e0 de nouveaux march\u00e9s\n00:12 - Voyons voir, une question.\u00ab Comment s'adapter \u00e0 un march\u00e9 qui parle la m\u00eame langue mais o\u00f9 les gens sont diff\u00e9rents ? \u00bb J'aime bien cette question. Et j'aime bien que ce soit une petite flamme.\n00:22 - Il y a une p\u00e9riode dont je me souviens, qui \u00e9tait alors le m\u00e9dia num\u00e9ro un,en langue espagnole.\n00:31 - Et on s'est rendu compte que plus de 70 % de notre audience venait d'Am\u00e9rique Latine.\n00:38 - Donc on s'est dit : \u00ab Il faut aller ouvrir le march\u00e9 l\u00e0-bas. \u00bb Et \u00e0 Barcelone, une partie de l'\u00e9quipe allait travailler de 14 h \u00e0 23 h, pour pouvoir assurer la production sur le cr\u00e9neau horaire latino-am\u00e9ricain.\n00:48 - Donc voil\u00e0, c'\u00e9tait parti : on allait ouvrir un march\u00e9 publicitaire en Am\u00e9rique Latine.\n00:54 - Ce n'\u00e9tait pas vraiment une option, il fallait le faire, point.\n00:57 - Mais c'\u00e9tait un d\u00e9fi int\u00e9ressant : \u00ab OK, j'ai pass\u00e9 des ann\u00e9es \u00e0 faire pour le march\u00e9 espagnol, voyons ce que \u00e7a donne en Am\u00e9rique Latine. \u00bb Et c'\u00e9tait super curieux, parce qu'au final,on allait pr\u00e9senter des formats nouveaux \u00e0 un march\u00e9 qui ne les connaissait pas encore.\n01:13 - Et ce qui m'a frapp\u00e9e, c'est qu'il ont envoy\u00e9 trois personnes du service en Am\u00e9rique Latine : une \u00e0 M\u00e9xico, une \u00e0 Buenos Aires, et une \u00e0 Bogot\u00e1.\n01:20 - Et moi, en tant que r\u00e9dactrice, j'avais des coll\u00e8gues qui \u00ab traduisaient \u00bb mes textes en espagnol local. M\u00eame si on parle tous espagnol,il y avait des gens qui traduisaient mes articles en espagnol argentin.\n01:31 - C'\u00e9tait fascinant : m\u00eame si on parle tous la m\u00eame langue,, sa propre fa\u00e7on de parler,et au final, il faut aussi des traducteurs de l'espagnol \u00e0 l'espagnol.\n01:43 - C'\u00e9tait juste une question de langue ou est-ce que le contenu changeait avec ces traductions ?\n01:49 - Bien s\u00fbr. Par exemple, si on fait une campagne pour une marque de voiture \u00e0 Mexico,il fallait d'abord bien comprendre tout ce qui se passait dans cette ville :parce qu'en Espagne, on a nos 22 ou 24 jours de cong\u00e9s par an.\n02:01 - Eux, il n'ont que tr\u00e8s peu de jours de cong\u00e9s par an.\n02:04 - Et je ne connaissais pas du tout ,mais peut-\u00eatre qu'\u00e0 partir de \u00e7a, on peut construire une grande campagne et relier ces voitures \u00e0 des gens qui ne se verront pas \u00e0 No\u00ebl,si je me souviens bien.\n02:15 - Donc, s'impr\u00e9gner aussi de la culture des autres pays pour faire de la pub,c'est un d\u00e9fi super enrichissant.\n02:24 - Au final, j'en garde un tr\u00e8s bon souvenir.","_has_trailer":false,"_trailer_vimeo_id":""},"categories":[967],"factorial-categories":[],"class_list":["post-178272","factorial_video","type-factorial_video","status-publish","hentry","category-optimiser-les-processus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.5 (Yoast SEO v21.9.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment s\u2019adapter \u00e0 un march\u00e9 qui parle la m\u00eame langue mais pense diff\u00e9remment ? 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