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Marketing in Japan: Section 1 Part 1 of 3

An overview of Japan from country facts to demographics. Then a look at the marketing platforms used; from digital marketing to internet marketing.

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Marketing in Japan: Section 1 Part 1 of 3

  1. 1. Marketing in Japan: Section 1 Part 1 of 3: About Japan and an overview of marketing platforms in Japan.
  2. 2. Table of Contents: Page Title: Page Number: About Japan 3 Marketing Platforms In Japan 17 Digital Marketing 21 Email Marketing 25 Internet Marketing 33 Mobile Marketing 50 Search Engine Marketing 64 Social Media & Marketing 95 Top Used Social Media Apps 100 Promotional Media Marketing 123 Promotional Media Outlets 128 Traditional Marketing 151 Work Cited 170
  3. 3. Marketing In Japan: Facts- Capital: Tokyo Language: Japanese Population: 126,919,659 (2015) Prefectures: 47 Compiled By author from cia.gov, tradingeconomics.com, indexmundi.com, oecdbetterlifeindex.org Disposable Income Per Capita: $26,111 Ease of Doing Business: 32 (2015) Business Confidence: 12 (2015) Consumer Confidence: 42.7 (2015) Corporate Tax Rate: 33.06% (2014)
  4. 4. Marketing In Japan: Language Facts- Japanese is the national language Widely spoken Most used in the Internet searches Watashi wa kuruma no naka de kohi o koboshita. I spilled coffee in my car. Users Combine The 3 Writing Systems: Compiled By author from chiragdattani.com image from google.com Because of the 3 writing systems, keyword selection is important!
  5. 5. Marketing In Japan: Language Facts- Kanji- The 1st Line Hiragana- The 1st Line Katakana- The 2nd Line Romaji- The 1st Line Written Japanese has Different Parts to it Including: Compiled By author from chiragdattani.com images from google.com
  6. 6. Marketing In Japan: Four Major Islands- Japan has 4 Major Islands: Hokkaido Honshu Shikoku Kyushu Compiled By author from google.com
  7. 7. Marketing In Japan: Major Regions- Japan has 9 Major Regions: Hokkaido Tohoku Chubu Kanto Chugoku Kansai Shikoku Kyushu Okinawa Compiled by author from jref.com
  8. 8. Marketing In Japan: 47 Prefectures- Compiled By author from www2m.biglobe.ne.jp
  9. 9. Marketing In Japan: Population in 6 Major City- Tokyo: 37.22 Million Osaka-Kobe: 11.49 Million Nagoya: 3.33 Million Fukuoka- Kitakyushu: 2.87 Million Sapporo: 2.74 Million Sendai: 2.43 Million Compiled By author from indexmundi.com
  10. 10. Marketing In Japan: Ethnic Groups- Japanese: 98.5% Koreans: 0.5% Chinese: 0.4% Other: 0.6% Compiled By author from indexmundi.com
  11. 11. Marketing In Japan: Country Religions- Shintoism: 79.2% Buddhism: 66.8% Christianity: 1.5% Other: 7.1% Compiled By author from cia.gov
  12. 12. Marketing In Japan: Demographics- 0-14 Years, 13.20% 15-24 Years, 9.70% 25-54 Years, 38.10% 55-64 Years, 13.20% 65 & Older, 25.80% Age Structure In 2014: Compiled By author from indexmundi.com
  13. 13. Marketing In Japan: Demographics- Female 51% Male 49% Population By Gender: Compiled By author from tradingeconomics.com
  14. 14. Marketing In Japan: Facts- Population Growth Rate: -0.16% (2015) Inflation Rate: 2.7% Unemployment Rate: 3.6% Employed Persons: 63,580,000 (2014) Compiled By author from cia.gov, tradingeconomics.com, indexmundi.com GDP: $4.767 Trillion (2014) GDP Per Capita: $37,500 (2014) GDP Real Growth Rate: -0.1% (2014) Exports: $699.5 Billion (2014) Imports: $798.6 Billion (2014)
  15. 15. Marketing In Japan: Exports- Leading U.S. Exports to Japan: Medical, Technical Equipment: $7.4 Billion Aircraft, Spacecraft: $7.3 Billion Machines, Engine, Pumps: $6.2 Billion Electronic Equipment: $5.2 Billion Cereals: $4 Billion Compiled By author from worldsrichestcountries.com
  16. 16. Marketing In Japan: Platform Overview- 48% 17% 35% 2014 Advertising Spending By Medium: Traditional Media Internet Promotional Media Total Spent: 6,152.2 Billion Yen Compiled By author from dentsu.com
  17. 17. Marketing In Japan: Medium Favorability & Attention- 51% 12% 12% 18% 63% 48% 49% 49% TV ADS SMARTPHONE ADS LAPTOP ADS TABLET ADS Each Mediums Favorability and Attention: Favorability Attention Compiled By author from chandlernguyen.com
  18. 18. Marketing In Japan: Time Spent- 135 125 68 15 0 20 40 60 80 100 120 140 160 Smartphone TV Laptop Tablet Time Spent of These Devices: Compiled By author from chandlernguyen.com
  19. 19. Marketing In Japan: Digital Marketing- Stats 85% • Believe digital marketing will drive competitive advantage 51% • Believe customer preference and digital dependency drive the adoption of digital marketing 53% • Believe mobile device proliferation and appeal drive digital marketing 69% • Believe digital marketing better engages and activates audiences Compiled By author from http://blogs.adobe.com/
  20. 20. Marketing In Japan: Email Marketing- Desktops/Laptops 76% Smartphones 23% Feature Phones, 1% PRIMARY DEVICE USED TO READ EMAILS: Compiled By author from emarketer.com
  21. 21. Marketing In Japan: Internet Marketing- 24% 16% 6% 5%6% 9% 16% 17% Share of Time Spent Using Smartphone Apps: Social Media Communications Shopping News/Info Productivity/Function Entertainment Games Other Compiled By author from chandlernguyen.com
  22. 22. Marketing In Japan: Internet Marketing- Why to Use Less Competition Barriers of Entry are Low Number of Clients is Significant Products That Target Mature Age Groups Compiled By author from aims.co.il
  23. 23. Marketing In Japan: Internet Marketing- Why to Use Less Competition • Harder to mount a campaign in Japanese Barriers Of Entry Are Low • There is no firewall, and Google and Yahoo are much easier to work with than Naver, Baidu, or Yandex Number Of Clients Is Significant • These segments have a greater amount of consumers; software B2B products, manufacturing instruments, medical devices, and mobile phone applications Products That Target the Mature Age • Greater market in Japan for these B2C products; mobile phone apps and luxury items Why You Should Consider Marketing Through The Internet In Japan: Compiled By author from aims.co.il
  24. 24. Marketing In Japan: Internet Advertising- Stats Advertisement Medium Costs Rose 14.5% ¥824.5 Billion Spent Internet Advertisement Spending Rose 12.1% ¥1,051.9 Billion Spent Performance- based Advertising Spending Rose 23.9% ¥510.6 Billion Spent Internet Advertising Spending: Compiled By author from dentsu.com Advertising Production Costs Rose 4.4% ¥227.4 Billion Spent
  25. 25. Marketing In Japan: Internet Advertising- Stats 13.26% 14.12% 14.73% 15.70% 17.10% 2010 2011 2012 2013 2014 Internet Ad Spending as a Percentage of the Total Advertising Spend: Compiled By author from chandlernguyen.com
  26. 26. Marketing In Japan: Internet Advertising- Facts  Internet Advertising Production Costs had a slow growth  The total number of ad production projects increased but the number of large projects and cost per project has declined The Use Of Smartphones Has Lead To An Increase In: Corporate Sites E-commerce Sites Membership Sites Compiled By author from dentsu.com
  27. 27. Marketing In Japan: Internet Advertising- Features Main Feature Of E-commerce, Membership and Corporate Sites; Is The Long- term Commitment That Includes: Planning: Content Production System/Program Development, Operation and Maintenance Effect Verification Compiled By author from dentsu.com
  28. 28. Marketing In Japan: Internet Advertising- Barriers Japanese Internet Marketing Is Often Overlooked: Distance: Japan is harder to get to if you are in Europe, Israel, or the East Coast of the USA Language Barrier: The language isn’t easy for Westerners It’s harder to find people who know Japanese as opposed to other languages Population size: There are many Japanese but few non Japanese speak the language When compared to English, Russian, Spanish, Portuguese or Chinese, the target population is smaller However the socio economic level compensates for that in many segments Compiled By author from aims.co.il
  29. 29. 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/>.
  30. 30. 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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