{"id":14234,"date":"2025-05-26T15:39:52","date_gmt":"2025-05-26T15:39:52","guid":{"rendered":"https:\/\/donutzdigital.com\/?p=14234"},"modified":"2025-06-10T16:37:39","modified_gmt":"2025-06-10T16:37:39","slug":"adapter-son-marketing-a-linternational","status":"publish","type":"post","link":"https:\/\/donutzdigital.com\/fr\/adapter-son-marketing-a-linternational\/","title":{"rendered":"Comment adapter son marketing \u00e0 l&#8217;international ?"},"content":{"rendered":"\n<p>Vous r\u00eavez de faire voyager votre marque \u00e0 l\u2019international ? De la faire rayonner \u00e0 Tokyo, Berlin ou S\u00e3o Paulo ? (On valide l\u2019ambition \ud83c\udf0d).<\/p>\n\n\n\n<p>Mais avant d\u2019acheter vos billets d\u2019avion, il va falloir adapter votre strat\u00e9gie marketing \u00e0 l&#8217;international. Chez <a href=\"https:\/\/donutzdigital.com\/fr\/\"><strong>Donutz Digital<\/strong><\/a>, agence de paid marketing internationale, c\u2019est un peu notre pain quotidien, alors on va vous partager nos meilleurs conseils.<\/p>\n\n\n\n<p>Comment passer de marque franco-fran\u00e7aise \u00e0 succ\u00e8s global ? On vous partage nos meilleures recettes, test\u00e9es et approuv\u00e9es par nos clients aux quatre coins du monde.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Pourquoi viser l\u2019international ?<\/strong><\/h2>\n\n\n\n<p>Aller \u00e0 l\u2019international, c\u2019est comme ajouter des toppings \u00e0 votre donut : \u00e7a donne plus de go\u00fbt, plus de saveurs, et souvent plus de clients. Mais attention, ce n\u2019est pas une option magique \u00e0 utiliser n\u2019importe quand. Il faut que votre business soit pr\u00eat.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Les (bonnes) raisons de se lancer :<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Trouvez de nouveaux clients<\/strong> : vous \u00e9largissez votre terrain de jeu, et donc votre base de clients potentiels. Utile quand votre march\u00e9 local commence \u00e0 vous sembler un peu satur\u00e9.<\/li>\n\n\n\n<li><strong>R\u00e9duisez vos risques<\/strong> : en diversifiant vos march\u00e9s, vous \u00e9vitez de mettre tous vos \u0153ufs dans le m\u00eame panier (et en marketing, c\u2019est plut\u00f4t recommand\u00e9).<\/li>\n\n\n\n<li><strong>Stimulez l\u2019innovation<\/strong> : nouveaux march\u00e9s = nouveaux challenges. Et qui dit challenges, dit aussi id\u00e9es neuves. C\u2019est souvent \u00e0 l\u2019\u00e9tranger qu\u2019on d\u00e9couvre des pratiques qui font \u00e9voluer toute votre entreprise.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Comment adapter son marketing \u00e0 l&#8217;international ?<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. <strong>Faites vos devoirs (aka une vraie \u00e9tude de march\u00e9)<\/strong><\/h3>\n\n\n\n<p>Chaque march\u00e9 a ses propres r\u00e8gles. Ce qui cartonne en France peut faire un flop monstrueux \u00e0 l\u2019\u00e9tranger. Avant de d\u00e9gainer Google Ads ou Meta, prenez le temps de :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Comprendre les comportements d\u2019achat<\/li>\n\n\n\n<li>Analyser les concurrents locaux<\/li>\n\n\n\n<li>Identifier les attentes et les valeurs du public cible<\/li>\n<\/ul>\n\n\n\n<p>Bref, soyez curieux. (Et non, ce n\u2019est pas tricher que de demander \u00e0 un expert local \ud83d\ude09).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. <strong>Localisez, ne traduisez pas<\/strong><\/h3>\n\n\n\n<p>Vous connaissez s\u00fbrement cette phrase : \u201cLost in translation\u201d ? Il n\u2019a jamais \u00e9t\u00e9 aussi vrai qu\u2019en marketing. Un bon slogan fran\u00e7ais peut devenir un d\u00e9sastre en version litt\u00e9rale.<\/p>\n\n\n\n<p>Adapter son message, c\u2019est parler la langue ET la culture de votre audience. \u00c7a passe par :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Le ton<\/li>\n\n\n\n<li>Les r\u00e9f\u00e9rences culturelles<\/li>\n\n\n\n<li>Les visuels, les couleurs\u2026 m\u00eame les emojis peuvent changer de sens selon les pays<\/li>\n<\/ul>\n\n\n\n<p>Chez Donutz, on bosse avec des experts natifs. On parle la langue et on capte les codes locaux. <a href=\"https:\/\/donutzdigital.com\/fr\/contact\/\"><strong>Discutons de vos projets<\/strong><\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"666\" src=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/05\/Meme-expansion-internationale.png\" alt=\"Meme marketing \u00e0 l'international\" class=\"wp-image-14235\" srcset=\"https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/05\/Meme-expansion-internationale.png 500w, https:\/\/donutzdigital.com\/wp-content\/uploads\/2025\/05\/Meme-expansion-internationale-225x300.png 225w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. <strong>Choisissez les bons canaux<\/strong><\/h3>\n\n\n\n<p>Facebook, TikTok, Line, WeChat, Pinterest\u2026 Chaque pays a ses plateformes stars. Et parfois, celles qu\u2019on adore ici sont \u00e0 peine utilis\u00e9es ailleurs.<\/p>\n\n\n\n<p>Faites un audit des canaux les plus utilis\u00e9s localement, et construisez votre strat\u00e9gie autour de \u00e7a.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conna\u00eetre ses consommateurs<\/strong><\/h2>\n\n\n\n<p>Pas question de vous contenter de chiffres et de KPI. Pour vraiment comprendre un march\u00e9 et faire du marketing \u00e0 l&#8217;international, il faut aller plus loin : qu\u2019est-ce qui fait vibrer vos clients ? Quelles sont leurs motivations d\u2019achat ? Qu\u2019est-ce qu\u2019ils attendent d\u2019une marque comme la v\u00f4tre ?<\/p>\n\n\n\n<p>En Allemagne, on ach\u00e8tera peut-\u00eatre pour la qualit\u00e9. En Scandinavie, pour la durabilit\u00e9. Et aux \u00c9tats-Unis, pour le storytelling (et les reviews \u00e0 5 \u00e9toiles).<\/p>\n\n\n\n<p>Un bon marketing \u00e0 l&#8217;international, c\u2019est un marketing qui \u00e9coute avant de parler. Et \u00e7a tombe bien, on adore poser les bonnes questions.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Les pi\u00e8ges culturels \u00e0 \u00e9viter<\/strong><\/h2>\n\n\n\n<p>Une image anodine chez vous peut \u00eatre per\u00e7ue comme offensante ailleurs. Une blague peut devenir un bad buzz. Un mot mal choisi peut faire fuir vos prospects.<\/p>\n\n\n\n<p>Quelques conseils :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Travaillez avec des natifs<\/strong> (on se r\u00e9p\u00e8te, mais c\u2019est vital)<\/li>\n\n\n\n<li><strong>Testez vos campagnes avant de les lancer \u00e0 grande \u00e9chelle<\/strong><\/li>\n\n\n\n<li><strong>Soyez humble<\/strong> : vous allez faire des erreurs. L\u2019important, c\u2019est d\u2019apprendre vite.<\/li>\n<\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>En conclusion : ce qu\u2019il faut retenir pour r\u00e9ussir son expansion internationale<\/strong><\/h2>\n\n\n\n<p>\u2705 Faites une \u00e9tude de march\u00e9 s\u00e9rieuse<br>\u2705 Adaptez votre message (vraiment)<br>\u2705 Choisissez les bons canaux<br>\u2705 Travaillez avec des experts locaux<br>\u2705 \u00c9vitez les faux pas culturels<br>\u2705 Mesurez, ajustez, testez, recommencez<\/p>\n\n\n\n<p>Et surtout\u2026 restez vous-m\u00eame. Une marque authentique, bien ancr\u00e9e dans son identit\u00e9, a toutes les chances de briller \u00e0 l\u2019\u00e9tranger. Il suffit d\u2019apprendre \u00e0 parler la langue (et la culture) de ses futurs clients.<\/p>\n\n\n\n<p>Vous voulez qu\u2019on vous aide \u00e0 pr\u00e9parer votre d\u00e9collage international ? Prenez <a href=\"https:\/\/donutzdigital.com\/fr\/contact\/\"><strong>contact<\/strong><\/a> avec notre \u00e9quipe. On est pr\u00eat \u00e0 embarquer \ud83d\udeeb<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous voulez conqu\u00e9rir de nouveaux march\u00e9s ? D\u00e9couvrez nos conseils concrets (et sans chichi) pour adapter votre marketing \u00e0 l&#8217;international. <\/p>\n","protected":false},"author":20,"featured_media":15893,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[48],"tags":[],"post_folder":[],"class_list":["post-14234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-fr"],"acf":[],"_links":{"self":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts\/14234","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/comments?post=14234"}],"version-history":[{"count":4,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts\/14234\/revisions"}],"predecessor-version":[{"id":15900,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/posts\/14234\/revisions\/15900"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media\/15893"}],"wp:attachment":[{"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/media?parent=14234"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/categories?post=14234"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/tags?post=14234"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/donutzdigital.com\/fr\/wp-json\/wp\/v2\/post_folder?post=14234"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}