Global Campaigns: Localizing Content to Expand International Visibility of Your Book
It takes 12 languages to communicate with 80% of the global online audience, and 60% of global consumers say getting information in their own language is more important than price when making purchase decisions (Source: Common Sense Advisory). At Elsevier, we believe this is an important consideration in the way we market your books around the world.
With more than 98 percent of today’s scientific articles published in English, it is considered the international language of science (Source: Popular Science), but that said, Elsevier is ever aware that local culture is an essential part of building relationships internationally. Through a process known as localization, we take materials we create for English markets (US/Canada and UK) and make them compelling for foreign audiences.
Localization goes beyond the simple translation of text and takes local culture into account, e.g. what symbols and expressions mean, what value messages and calls to action resonate, and what style and tone are appropriate. Localization also considers timing, i.e. when to deploy a campaign, and when to avoid it in a particular market.
Our localization campaigns include materials such as flyers, brochures, and email templates translated into the following native languages:
- Traditional Chinese
- Simplified Chinese
The following campaigns feature custom content designed to meet the needs of regional audiences and their areas of interest.
Emails are distributed to our internal customer lists, and to prospective customer lists we purchase from a variety of sources, such as exhibition lists, society lists, and list service providers.
The sample email campaigns featured on the right were distributed to global librarians to raise awareness of our Legacy Collection and announce that the 2015 Frontlist books were available for pre-purchase.
Brochures and Flyers
Brochures and flyers announcing new Elsevier initiatives, eBook Forums, and newly released books are distributed at global conferences and by our regional sales teams.
Featured below are pages from the 2014 ScienceDirect brochure that was translated for Asian markets:
Our ultimate goal is to provide every audience that may benefit from your work with the information they need to make an informed purchase. Through a variety of localized marketing campaigns, we enable effective communication and build credibility with our international customers—all in an effort to further expand your book’s reach around the globe.