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

1. Marketing in Japan:
Section 1
Part 1 of 3: About Japan and an overview of marketing platforms in
Japan.

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. 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. 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. 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. Marketing In Japan:
Four Major Islands-
Japan has 4
Major Islands:
Hokkaido
Honshu
Shikoku
Kyushu
Compiled By author from google.com

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. Marketing In Japan:
47 Prefectures-
Compiled By author from www2m.biglobe.ne.jp

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. Marketing In Japan:
Ethnic Groups-
Japanese:
98.5%
Koreans:
0.5%
Chinese:
0.4%
Other:
0.6%
Compiled By author from indexmundi.com

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. 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. Marketing In Japan:
Demographics-
Female
51%
Male
49%
Population By Gender:
Compiled By author from tradingeconomics.com

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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/>.