Marketing in Japan: Section 1 Part 3 of 3

Marketing in Japan:

Section 1

Part 3 of 3: About Japan and an overview of marketing platforms in

Japan.

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

Marketing In Japan:

Promotional Media-

• Helped by an increase in unaddressed mail deliveryDirect Mail:

• Had a notable expansion in collaborative print and online campaigns

Free Newspapers/Free Magazines:

• Advertising targeting the individual consumerPoint-of-Purchase

(POP):

• Advertising as development of new commercial facilities generated strong demand for display advertising

Exhibition/Screen Display:

The Rise Of Promotional Media Was Aided By:

Compiled By author from dentsu.com

Marketing In Japan:

Promotional Media- Spending

Direct Mail Advertising:

Rose 0.8%

¥392.3 Billion Spent

Exhibition/Screen Display

Advertising:

Rose 6.1%

¥284.4 Billion

Spent

Flyer Advertising:

Fell 3.6%

¥492.0 Billion

Spent

Free Newspapers Advertising:

Rose 1.1%

¥75.4 Billion

Spent

Free Magazine Advertising:

Rose

1.2%

¥156.2 Billion

Spent


Marketing In Japan:

Promotional Media- Spending

Outdoor Advertising:

Rose 3.3%

¥317.1 Billion Spent

POP Advertising:

Rose 0.6%

¥196.5 Billion

Spent

Telephone Directory

Advertising:

Fell 7.9%

¥41.7 Billion

Spent

Transit Advertising:

Rose 2.5%

¥205.4 Billion

Spent


Marketing In Japan:

Promotional Media-

Exhibition/Screen Display Advertising:

Growth Occurred Because Of:

Content-oriented exhibits at game show conventions

Strong demand for display advertising associated with the development of new large-scale commercial facilities

An increase in material costs


Marketing In Japan:

Promotional Media-

Exhibition/Screen Display Advertising:

Indications are that the long-term slump in consumption in regional cities is

coming to an end

Special Events Such Helped Drive Up Demand In These Markets:

Featuring Popular Characters

Marathons

Earthquake Recovery-related Events


Marketing In Japan:

Promotional Media-

Flyer Advertising:

Spending Was Lower Among Retailers Of:

The volume of flyer advertising placements continued to shrink, and paper sizes are becoming smaller

By region, spending was down everywhere except in Tohoku

Consumer Electronics General Merchandise

Stores Apparel/Fashion

Accessories/Personal Industry

Preparatory And Tutoring Schools

Real Estate Sales


Marketing In Japan:

Promotional Media-

Free Newspapers Advertising:

There was an increase in spending in the following industries:

High-priced Products

Real Estate/ Housing Facilities

Job Expenditures

Hospital Information


Marketing In Japan:

Promotional Media-

Free Magazines Advertising:

Ad expenditures in free magazines fell in Tokyo

and surrounding prefectures

This occurred because of

the continuing

shift toward online

advertising

The circulation of free magazines expanded in

regional cities

The most circulated

was for promoting tourism

Free magazines are evolving and growing as a community-oriented

medium

This is due to Ad campaigns linking print and online coupons


Marketing In Japan:

Promotional Media-

Outdoor Advertising:

Poster boards were used in a variety of industries including:

Beverages/ Cigarettes

Automobiles/Related Products

Finance/Insurance

Music

Television Programming

Movie Fields


Marketing In Japan:

Promotional Media-Outdoor Advertising:

Spending on large-screen displays rose because of the demand From:

Sports stadium billboards didn’t have many new installations

Demand was still strong for spot advertising during major sporting events

Beverages/Cigarettes Industry

Airline IndustryGame Software

CompaniesVideo Game Machine

Companies


Marketing In Japan:

Promotional Media-

Transit Advertising:

The market for airport-related advertising is growing

Preparations are underway in anticipation of the Tokyo Summer Olympic Games in

2020

By industry category, solid growth in spending included:

Information/Communications (mainly on ads for smartphone apps)

Finance/ Insurance

Beverages/Cigarettes


Marketing In Japan:

Traditional Media-

12%

5%3%

40%

37%

3%

2014 Advertising Spending By Medium: Traditional Media Newspaper

Magazines

Radio

TV

Terrestrial TV

Satellite Media-related


Marketing In Japan:

Traditional Media-

29,551

26,350

26,091

21,172

21,096

0 5,000 10,000 15,000 20,000 25,000 30,000 35,000

COSMETICS / TOILETRIES

FOODSTUFFS

INFORMATION / COMMUNICATIONS

TRANSPORTATION / LEISURE

BEVERAGES / CIGARETTES

Advertising Expenditures By Industry: In 10 Million Yen


Marketing In Japan:

Traditional Media-

Newspaper

Advertising

Spending

Radio

Advertising

Spending

Magazine

Advertising

Spending

Fell

1.8%

¥ 605.7

Billion

Spent

Rose

0.0%

¥ 250.0

Billion

Spent

Rose

2.3%

¥ 127.2

Billion

Spent


Marketing In Japan:

Traditional Media- Newspaper

Spending rose but failed to recover from April as a result of the sluggish

economy

Despite positive factors like the Sochi 2014 Olympic Games and Lower House

election, spending was down for the full year

Precision Instruments/

Office Supplies (Wristwatches)

Energy/Material/ Machinery

(Notably B2B Advertising)

Pharmaceutical/Medical Supplies

Direct-marketed Foodstuffs

(Health Foods)

Beverages/

Cigarettes (Health Drinks)

Placements Were Up In:


Marketing In Japan:

Traditional Media- Newspaper

Information/

CommunicationsApparel/Fashion

Accessories/

Personal Items

Placements Were Down In:

Expanding content for young people

The launch or renewal of

newspapers aimed at middle and high

school students

The digitization of content

Newspapers Have Begun New Initiatives Including:


Marketing In Japan:

Traditional Media- Magazine

Spending Rose 0.2% In:

Cosmetics/Toiletries

Spending Rose 0.5% In:

Apparel/Fashion

Accessories/Personal Items

These 2 account

for a large

proportion of

magazine

advertising

There was some

growth in certain

categories but

overall

expenditures were

flat year on year


Marketing In Japan:

Traditional Media- Radio

Automobiles/Related Products

up 12.5% There was an increase in placements for both domestic and

imported passenger cars

Real Estate/Housing Facilities

up 12.6% There was a growing demand for home-buying and

rebuilding

Precision Instruments/Office Supplies

up 18.2%There was a greater demand for radio advertising aimed at

office workers

Spending Rose In:


Marketing In Japan:

Traditional Media- TV Television Advertising

Spending

Terrestrial Television

Spending

Satellite Media-

related Spending

BS Digital

Broadcasting

¥ 1,956.4 Billion

Spent Rose 2.8%

Rose 2.4%

Rose 9.6%

Rose 12.8%

¥ 1,834.7 Billion

Spent

¥ 121.7 Billion

Spent

¥ 83.15 Billion

Spent


CS Digital

Broadcasting

Rose 4.5% ¥ 21.20 Billion

Spent

Cable TVRose 3.4% ¥ 17.32 Billion

Spent

Marketing In Japan:

Traditional Media- TV

Terrestrial Television Spending:

These Industries Spending Went Up:

Information/Communications

•A sharp increase in smartphones and game apps

Cosmetics/Toiletries

•Shampoos and conditioners had an increase

Pharmaceuticals/Medical Supplies

•Direct-to-consumer (DTC) advertising and health drinks were the most advertised


Marketing In Japan:

Traditional Media-

Spending Was Steady Throughout The Year For:

Mail-order Services

Health Foods

Finance/Insurance Products

Beauty-related Products

Beverages


Satellite Media-related Spending:

Marketing In Japan:

Traditional Media- TV Overall

Full Year • 101.6

Jan.–Jun. • 102.3

Jul.–Dec. • 100.8

Q1 Jan.–Mar. • 104.0

Q2 Apr.–Jun. • 100.6

Q3 Jul.–Sep. • 100.6

Q4 Oct.–Dec. • 101.1

A quarterly

breakdown of

advertising

expenditures in

the traditional

media

The growth

rates were

fairly weak

from April, but

spending

remained

positive

throughout the

year


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 3 of 3

Marketing

Transcript of Marketing in Japan: Section 1 Part 3 of 3