Post on 16-Apr-2017
Marketing in Japan:Section 1
Part 2 of 3: About Japan and an overview of marketing platforms in Japan.
Table of Contents: Page Title: Page Number:About Japan 3Marketing Platforms In Japan 17
Digital Marketing 21Email Marketing 25Internet Marketing 33Mobile Marketing 50Search Engine Marketing 64Social Media & Marketing 95
Top Used Social Media Apps 100Promotional Media Marketing 123
Promotional Media Outlets 128Traditional Marketing 151
Work Cited 170
Marketing In Japan: Mobile Advertising-
2014 2015 2016 2017 2018$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
$2,752.00
$3,853.00
$5,009.00
$6,311.00
$7,573.00
Mobile Internet Ad Spending:In Millions of U.S. Dollars
Compiled By author from emarketer.com
Marketing In Japan: Mobile Advertising- Facts
QR CodesOffline
Payment (E-wallet)
Mobile Digital TV
Mobile Health Terminal
Commuters Pass In Public
Transportation Mobile Social
Gaming
Japanese People Use Their Mobile Devices Daily For Multiple Reasons:
Compiled By author from rebecca.webmarketing-geneve.ch/
Marketing In Japan: Mobile Advertising-
Differences
75% of mobile data users are on a flat-rate plans
User experience is good even for data-intensive sites and applications
Limited number of free Wi-Fi spots
Tablets widely used with 3G/4G
Smartphones just over 50% of total devices
Compiled By author from slideshare.net/gaulis
Marketing In Japan: Mobile Advertising- Players
Mobile network
operators:
NTT DoCoMo
au KDDI
Softbank
Mobile Media Sales:
Carriers and ad agencies,
D2 Communications and Mediba
Digital Advertising Consortium
(DAC)
CA Mobile
Creative Agencies:
Dentsu
Hakuhodo
ADK
Other smaller players
Mobile as Networks:
Yahoo! Japan
adways and Pocket
Industry Associations:
Mobile Marketing Solution
Association (MMSA)
The Mobile Content Forum
(MCF)
Japan Internet Advertising Association
(JIAA)
Compiled By author from slideshare.net/gaulis
Marketing In Japan: Mobile Advertising- Trends
Trends:
Augmented Reality
Mobile e-Commerc
e Mobile
Gaming Market
Compiled By author from http://technode.com/
Marketing In Japan:Search Engine-
Yahoo! Japan55%
Google34%
Others11%
Search Engine Market Share In Japan:
Compiled By author from chiragdattani.com
Marketing In Japan:Search Engine- Unique
Visitors
China
United States
India
Japan
Russian Federation
350,127
191,510
76,053
73,656
61,062
Total Unique Visitors by Country:
Compiled By author from chiragdattani.com
Unique Visitors (000)
Marketing In Japan:Search Engine-
Yahoo! Sites Google Sites FC2 inc. NHN Corporation Amazon Sites0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
02040608010012014016064,920 63,641
52,53147,223 45,364
146.7 149.6
53.3 55
27.4
Top Web Properties in Japan:
Unique Visitors Minutes Per VisitorUnique Visitors (000)
Marketing In Japan:Search Engine-
Setup
Differences
between the
search engines
Time Zone
and
Currency
Popular
Campaigns:
Additional Character Limit
Implementation Guide:
Compiled By author from chiragdattani.com
Marketing In Japan:Search Engine-
Implementation Setup – Yahoo! Japan v/s Google:
Although Yahoo! Japan Uses Google Technology To Power Its Search Engine:
They are two separate platforms
They have to set up and manage the account in their individual interface
Results shown on both engines will not be identical
Compiled By author from chiragdattani.com
Marketing In Japan:Search Engine-
RelationshipsSearch Engine
Marketing Relationship
Building
Free Perks
Trust
Compiled By author from blogs.adobe.com
Marketing In Japan:Search Engine- Risks
Pote
ntia
l Ri
sks:
Language Risk
Security Risk
Customer Service Risk
Compiled By author from blogs.adobe.com
Marketing In Japan:Search Engine- Mistakes
Tran
slat
ion:
Local
Search
EnginesIdentical Strategy
Traffic
Estimates
from
Compiled By author from chiragdattani.com
Some of the most common mistakes that
companies make while entering the Japanese Online Market
Are:
Marketing In Japan:Search Engine- Mistakes
TranslationDon’t:
Do:
Use a translation service agency to have the cultural nuances figured out
Just use ‘Google translate’ or
another translation software:
Can obscure meaning and
may not be what you want to say
Merely translating English keywords into Japanese may:• Make you miss the
cultural factor
Compiled By author from chiragdattani.com
Marketing In Japan:Social Media-
127 Million People In Japan
110 Million Active Internet Users
24 Million Active Social Media Accounts
156 Million Mobile Connections
22 Million Active Mobile Social Accounts
Compiled By author from http://blog.btrax.com/
Marketing In Japan:Social Media-
Urbanization of Total Population:
91%
Penetration of Internet Users:
86%
Penetration of Social Media
Accounts:
19%
Population Vs. the Amount of
Mobile Connections:
122%
Penetration of Mobile Social
Accounts:
17%
Compiled By author from http://blog.btrax.com/
4Th largest internet
population after China, U.S. &
India
On average, consumers own more than one mobile device
About 90% of all social media accounts are
viewed on mobile devices
Marketing In Japan:Social Media-
Line
Google+
Mixi
Mobage
GREE
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%44.00%
27.30%
26.10%
17.50%
12.30%
11.40%
10.00%
Ranking of Social Media and Messaging Apps:
Compiled By author from http://blog.btrax.com/
Social Media Usage
Ranked:
Marketing In Japan:Social Media- Line
Paid Games:
Played solo or with other users
Stickers:
Purchased to convey emotions
Advertising Deals:
Brands and celebrities that want to reach line’s
user base
Line Branded Merchandise:
A shop in Harajuku called line friends that
sells line-related products featuring
characters from their stickers
Range Of Sources That Are Included In Revenue:
Compiled By author from http://blog.btrax.com/ Image from google.com
Marketing In Japan:Social Media- Line Marketing
Line Live
Line Busine
ss Conne
ct
Time Line Ad
Compiled By author from .japanbuzz.info Image from google.com
Marketing In Japan:Social Media- Twitter
Anonymity: Privacy is important in Japan, and users can use fake names Used to express emotion anonymously
140 Characters: In Japanese, you can say about double what you can say in English with 140 characters
Mobile: Twitter began to catch on in japan as early as 2007 when it was gaining popularity in the statesFeature phones in 2007 already had internet capabilityThere were various feature phone clients designed for twitterThe most popular was Movatwitter
Reasons Why Twitter Was Able To Take Off In Japan:
Compiled By author from http://blog.btrax.com/ Image from google.com
Marketing In Japan:Social Media- Twitter Facts
• Starbucks • Total
Fans: 1,640,306
スターバックス コーヒー
• Seven-Eleven Japan
• Total Fans: 1,334,635
セブン - イレブン・ジャパン
• Rakuten Market
• Total Fans: 970,819
楽天市場
• Lawson Crew- Akiko-Chan
• Total Fans: 653,384
ローソンクルー♪あきこちゃん
• McDonald’s
• Total Fans: 473,378
マクドナルド
Compiled By author from socialbakers.com Image from google.com
Marketing In Japan:Social Media- Facebook
Reason why Facebook gained
popularity:The Social Network:
The Japanese released the film in 2011
The 2011 Tohoku Earthquake:
Cell phone lines were affected by the disaster but data channels
remained open
This became the most effective way to stay in touch
Facebook’s policy of using real names allowed people to find
accurate information about their loved ones
One peculiar feature about
Facebook in Japan is that many
Japanese people use it the way
Americans would use LinkedIn.
Compiled By author from http://blog.btrax.com/ Image from google.com
Marketing In Japan:Social Media- Facebook
FactsEc
omm
erc
eTo
tal
Fans
: 9,
970,
65 3
Fash
ionTo
tal
Fans
: 5,
460,
93 8
Reta
il Fo
odTo
tal
Fans
: 4,
035,
54 5
Auto
Tota
l Fa
ns:
3,89
7,10 5
Reta
ilTo
tal
Fans
: 3,
443,
41 1
Compiled By author from socialbakers.com Image from google.com
Top 5 Industries on Facebook:
Marketing In Japan:Social Media- Facebook
Facts
楽天市場 Rakuten, Inc.
Total Fans:
4,389,849
Local Fans:96.6%
ソフトバンク SoftBank
Total Fans:
1,271,598
Local Fans:96.2%
アマゾン Amazon.co.jp
Total Fans:
1,194,198
Local Fans:96.1%
スターバックス コーヒー ジャパン Starbucks
Total Fans:
1,053,477
Local Fans:90.5%
コカ・コーラ Coca-Cola
Total Fans:
977,164 Local Fans:94.8%
Top 5 Facebook Brands:
Compiled By author from socialbakers.com Image from google.com
Marketing In Japan:Social Media- The Future
Reasons Why Facebook Is Used More Than Mixi:
Globalness of Facebook is the top reason why Japanese people like to use it
It is easy to find friends
Information is reliable because real names are used
Compiled By author from http://blog.btrax.com/ Image from google.com
Marketing In Japan:Social Media- The Future
Line is where the present is at for social networking in Japan
They have 560 million registered users and 170 million monthly active users
It took Facebook three years to reach 58 million users, took Line just over one year
49% of Japanese consumers
wouldn’t want to give up their Line
19% couldn’t give up Twitter
18% couldn’t give up Facebook
Compiled By author from http://blog.btrax.com/ Image from google.com
Work Cited: "2014 Advertising Expenditures In Japan." Denstu. DENTSU INC., 2015. Web. 2 Feb. 2016.
<http://www.dentsu.com/knowledgeanddata/ad_expenditures/pdf/expenditures_2014.pdf>. "The Act on Regulation of the Transmission of Specified Electronic Mail." Soumu.go.jp. 2002. Web. 2 Feb. 2016.
<http://www.soumu.go.jp/main_sosiki/joho_tsusin/eng/Resources/laws/Specified-E-mail-index.pdf>. Act No. 26 of April 17, 2002 Law Information
Dattani, Chirag. "Entering the Japanese Online Market – All You Need to Know!"Chiragdattani.com. 05 Mar. 2014. Web. 2 Feb. 2016. <http://www.chiragdattani.com/entering-the-japanese-online-market-all-you-need-to-know/>.
"Digital (Internet, Social, Mobile) Japan Statistics Overview." Digital (Internet, Social, Mobile) Japan Statistics Overview. Web. 02 Feb. 2016. <http://www.slideshare.net/gaulis/cream-digital-japan-44632779>.
"Home." Sending Emails in Japan. Web. 02 Feb. 2016. <http://www.metia.com/asia-pacific/gillian-hamilton-rogers/2013/03/sending-emails-in-japan-an-infographic/>.
"In Japan, Most Marketing Emails Are Read on the Desktop - EMarketer." In Japan, Most Marketing Emails Are Read on the Desktop - EMarketer. Web. 02 Feb. 2016. <http://www.emarketer.com/Article/Japan-Most-Marketing-Emails-Read-on-Desktop/1013006#sthash.z3hmGc47.dpuf>.
"Internet Marketing in Japan." - AIMS, Israel. Web. 02 Feb. 2016. <http://www.aims.co.il/seo_japan.html>. "January 2015 Social Media Report for Japan." Socialbakers.com. Web. 02 Feb. 2016.
<http://www.socialbakers.com/resources/reports/regional/japan/2015/january/>. "Japan." Central Intelligence Agency. Central Intelligence Agency. Web. 02 Feb. 2016.
<https://www.cia.gov/library/publications/the-world-factbook/geos/ja.html>. "Japan Demographics Profile 2014." Japan Demographics Profile 2014. Web. 02 Feb. 2016.
<http://www.indexmundi.com/japan/demographics_profile.html>. "Japan | Economic Indicators." Japan | Economic Indicators. Web. 02 Feb. 2016.
<http://www.tradingeconomics.com/japan/indicators>. "Japan." OECD Better Life Index. Web. 02 Feb. 2016. <http://www.oecdbetterlifeindex.org/countries/japan/>. "Japanese Marketers Seek Collaboration with IT for Successful Digital Marketing Deployment." Adobe Digital Dialogue. 2014. Web.
02 Feb. 2016. <http://blogs.adobe.com/digitaldialogue/news-and-reports/japanese-marketers-seek-collaboration-successful-digital-marketing-deployment/>.
Work Cited: "Latest Trends in Japanese Mobile Market, Commented By Serkan Toto of TechCrunch Japan -
TechNode." TechNode. 2011. Web. 02 Feb. 2016. <http://technode.com/2011/03/27/the-latest-trends-in-japanese-mobile-market-commented-by-serkan-toto-of-techcrunch-japan/>.
"Line Marketing in Japan 2016." Japanbuzz. Web. 02 Feb. 2016. <http://www.japanbuzz.info/line-marketing-in-japan-2016/>.
"Map of Japan : Japan Prefectures Map : Travel Friend, ZenTech." Map of Japan : Japan Prefectures Map : Travel Friend, ZenTech. Web. 02 Feb. 2016. <http://www2m.biglobe.ne.jp/ZenTech/English/Japan/Map/Japan_Prefectures_Map.htm>.
"Mobile Ad Spend to Top $100 Billion Worldwide in 2016, 51% of Digital Market - EMarketer." EMarketer. Web. 02 Feb. 2016. <http://www.emarketer.com/Article/Mobile-Ad-Spend-Top-100-Billion-Worldwide-2016-51-of-Digital-Market/1012299>.
"Mobile Marketing in Japan. - Advance Web-Marketing." Advance Web-Marketing. 2015. Web. 02 Feb. 2016. <http://rebecca.webmarketing-geneve.ch/2015/03/16/mobile-marketing-from-japan/>.
Nguyen, Chandler. "6 Things about Japan Digital Marketing Landscape." Chandler Nguyen. 5 July 2015. Web. 2 Feb. 2016. <http://www.chandlernguyen.com/blog/2015/07/05/6-things-about-japan-digital-marketing-landscape-part-1/>.
"Overcoming Search Marketing Challenges in Japan | Adobe." Digital Marketing Blog by Adobe. 2015. Web. 02 Feb. 2016. <http://blogs.adobe.com/digitalmarketing/search-marketing/overcoming-search-marketing-challenges-japan/>.
"Top Japanese Social Media Networks." Freshtrax by Btrax. Web. 02 Feb. 2016. <http://blog.btrax.com/en/2015/04/27/2015-top-japanese-social-media-networks-2/>.
“Top US Exports." Top US Exports. Web. 02 Feb. 2016. <http://www.worldsrichestcountries.com/top_us_exports.html>.
“Travel - Regions of Japan." Japan Forum. Web. 02 Feb. 2016. <http://www.jref.com/articles/regions-of-japan.154/>.
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