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Watch the recording: How to succeed online in France

By Annick Marcellin on September 30, 2020

France, a major European powerhouse with a digitally-savvy population, is an attractive market for many global brands.

However, the French language is complex, meaning that some brands unfortunately struggle or become confused with how to write the most compelling and impactful copy for their website or marketing materials.

One aspect that can cause particular confusion is whether you should follow the strict rules of l’Académie française or to simply write common usage French.

For those of you who do not know, l’Académie française is the council which publishes and updates the official dictionary of the French language.

It has a reputation for being conservative, sometimes being slow or unwilling to “approve” new words or grammar, even when these changes have been adopted by many people in their day-to-day language.

So, what should you do? Should you include these “new”, commonly used French words into your marketing copy, even if they have not been officially approved by l’Académie française? Or is it better to use the official equivalent, even if it is less commonly used?

This is just one of the topics we covered in our webinar on how to succeed online in France. You can check out the webinar recording here!

In this webinar, you will learn:

  • the current digital landscape in France
  • the complexities of the French language and culture and its impact in marketing
  • consumer insights for the French market
  • how to develop an action plan for launching in France
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Annick Marcellin

International Digital Marketing Consultant at Webcertain
Annick first got involved in international digital marketing in the 1990s when she was the Marketing Manager for a major UK B2B organisation, where she had responsibilities across various European markets. She went on to set up her own business as a private consultant in the consumer industry, practicing SEO, PPC and social media from a very early stage. Her background as an agency client and business owner are strong assets for Annick, who can easily relate to her clients’ needs and expectations, as well as the pressure they have to deliver tangible results. Annick is from France.

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