Marketing in Japan Section 1 Part 2 of 3

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

Google

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:


Unique Visitors (000)


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)


Setup

Differences

between the

search engines

Time Zone

and

Currency

Popular

Campaigns:

Additional Character Limit

Implementation Guide:



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



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

Google


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


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/


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%


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


Line

Google+

Facebook

Twitter

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:


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:


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


ローソンクルー♪あきこちゃん

• McDonald’s


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.



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


Top 5 Industries on 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:


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


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


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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Marketing in Japan Section 1 Part 2 of 3

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Transcript of Marketing in Japan Section 1 Part 2 of 3