Marketing in Quebec: Translation Is Not Enough - eMarketer

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Marketing in Quebec: Translation Is Not Enough

Context is as important as content when marketing to Quebecers

August 8, 2014

French-speaking Quebec is too big to ignore for national and international brands seeking relevance in Canada. Consumers in the province make up roughly one-quarter of Canada’s population, and three-quarters of Quebecers only speak French at home, according to a new eMarketer report, “Focus on French Canada: Using Digital Channels for Marketing in Quebec.”

Reasons that Internet Users in Canada Stop Following a Brand or Company on Facebook, by Region and Language, March 2014 (% of respondents in each group)

It’s an easy conclusion for a national or international brand to simply translate content for a local audience. But veterans of this playing field suggest it’s an issue broader than just mother tongue.

Language in social channels is particularly relevant, where customer interaction can be near instantaneous and viewed widely. A common issue among French speakers in Canada is the slow response of brands to customer issues raised in French, likely due to resource skimping related to language.

“Responses are slower in French from national brands than they are for local brands,” said Marie-Claude Ducas, a Quebec journalist and co-author of “Les médias sociaux en entreprise: Les comprendre, les utiliser et en tirer profit,” a business book on social media. “Slow responses, in any language, show less attention or care toward the customer, and this eventually turns an active client away.”

“Consumers in Quebec will reward brands that make a distinct and visible effort in tailoring their story to the Quebec market,” said Eric Blais, president of Headspace Marketing. The “visible” qualifier is especially germane to Quebec. “That’s the difference between a brand that’s acting as a tourist in the market, as opposed to a brand that looks and feels like it’s here to stay.”

In other words, context is as important as content.

Get more on this topic with the full eMarketer report, “Focus on French Canada: Using Digital Channels for Marketing in Quebec.”

This report answers these key questions:

  • How do French speakers in Canada differ from English speakers regarding digital habits?
  • What factors have contributed to the gap between these groups?
  • To what degree is French content developing in the province?
  • How does language affect marketing results?
  • What brands understand Quebec well and why?

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