How to enter the Japanese market - a guide for digital marketers

DMFA: Digital Marketing For Asia
July 2020
How to enter the Japanese Market
1
A guide for digital marketers

3
About SoftBank Telecom Europe
SoftBank Telecom Europe is a UK-based subsidiary of SoftBank Corp.
offering digital marketing services targeting the Japanese market
under the name: DMFA.
Visit the DMFA Website for more info
Strategic
Holding Company
Other subsidiaries
Subsidiaries related to
Digital Marketing
Softbank
Investment Advisers

Japanese Market Overview
Top Digital Platforms
Impact of COVID-19
How to enter the Japanese market
DMFA Services
DMFA: Digital Marketing For Asia 4

JAPAN Overview
Did you know?
©Data source: Export to Japan

Per capita income of $43,118 underpins
its strength as a strong consumer market
Japan’s consumer economy is large, broad-based, and sophisticated
Country Population 2020 Urban %
©Data source: The United States ITA

Digital Market - Overview
Major Search Engines:
Google Japan & Yahoo! Japan
Japan is one of the countries
with the highest rate of Internet use!
DMFA: Digital Marketing For Asia 7DMFA: Digital Marketing For Asia

Digital Advertising Spend
From 2019 - May 2020
The Japanese economy
& recent obstacles:
• Uncertain outlook for the
global economy
• Impact of several natural
disasters
• Decline in consumption due
to the increase of
consumption tax rates
• Weak consumption in the
inbound visitor/travel sector
• Large decrease in outbound
travel due to Covid19
Despite these conditions
• records from 2019 to
present show that the
Japanese digital market
grew significantly
Spending more online
• For the 1st time to
2000 billion JPY
• This has surpassed
television advertising
© Data Source: Dentsu 2020 data.
8

AD Spend in Japan
© Data Source: Statista 2020

YoY Advertising Spend
© Data Source: Statista 2020
10

Impact of COVID-19
DMFA Services

Top 10 Digital Platforms
by usage Trend
© Data Source: Nielsen_2020

Yahoo! JAPAN
The Largest Portal Site in Japan
Yahoo! JAPAN
78 Billion Page Views
90% Reach of Internet Users
Japan has 5G Speed
本当に早いよ!
13

Free Messaging App
Stickers
Free Voice & Video Calls
Payment, shopping, manga and more
LINE
DMFA: Digital Marketing For Asia 14 Read the DMFA Blog article on LINE

Social Media in Japan
DMFA: Digital Marketing For Asia 15 Read the DMFA Blog article on social media in Japan

Impact of COVID-19
DMFA Services

Current situation in Japan
Two-week self quarantine and
PCR testing for Japanese
nationals coming back from
these countries.
Source: Ministry of Foreign Affairs of Japan (29 June 2020)
Entry restrictions for 129 countries
Source: worldmeters.info/coronavirus (8 July 2020)

Japanese Consumer Behaviour
During COVID-19 Era
Spending most of their time at home &
only going out to shop for essentials.
- Many people teleworking!
Source: McKinsey & Company COVID-19 Japan Consumer Pulse Survey (22-24 May 2020)
New digital activities:
online shopping, video chat, online fitness,
online games, restaurant delivery/pickup

Trends during the COVID-19 era

Digital Trends
• Keyword for "Stay at home"
in Japanese「おうち時間」
• Businesses are promoting
new online services to target
those who are staying home
• Campaigns are focusing on
regional and local services for
those avoiding long
commutes and travel
Travel Search Trends
Keyword: “overseas”

Impact of COVID-19 on
Yahoo! JAPAN impressions
0
500
1,000
1,500
2,000
2,500
3,000
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
2
4
(blank)
February March April May June July (blank)
Website/ Marketing
Online Game / Gaming App
Software
Fashion / Bag / Shoes
Cosmetics / Hair Care / Body Care
Uptrend
Source: Yahoo! JAPAN Category Ad Impressions (6 July 2020)

0
200
400
600
800
1,000
1,200
1,400
1,600
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
2
4
(blank)
Event / Ticket
Hotel
Online Shopping Mall
Airline
Language School (Abroad)
Downtrend

0
500
1,000
1,500
2,000
2,500
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
2
4
6
8
10
12
14
16
18
20
22
24
26
28
30
2
4
(blank)
Sportswear / Sporting Goods
Stocks / Investment
Unstable

Impact of COVID-19 at DMFA
2019-Jul 2019-Aug 2019-Sep 2019-Oct 2019-Nov 2019-Dec 2020-Jan 2020-Feb 2020-Mar 2020-Apr 2020-May
Company A (Forex)
Company B (Web service)
Company C (Software)
Company D (Hotel)
Company E (Luxury)
Company F (Travel)
Source: SoftBank Telecom Europe (June 2020)

Opportunities for
Foreign Businesses
• Home entertainment
(online/mobile gaming)
• Health and fitness
• Online video and music streaming
• Software/digital
transformation/teleworking
• Ecommerce (household goods,
products for children and
electronics)

Impact of COVID-19
DMFA Services

Step 1: Research
• Understand your target
audience and Japanese
consumers
• Market research
• Social listening
• Keywords / search queries

Step 2: Strategise
• Plan for SEO/Social
Media/PPC/customer support
• Choose digital platforms based
on user demographics, device,
interests
• PPC: Yahoo! JAPAN/Google/LINE
• Define goals and KPIs
• Set a budget
• Don’t speak Japanese ?
hire a Japanese market manager

Step 3: localise
• Minimum: localise landing pages
• Best: localise everything!
• Entire website
• Content/creative
• Customer service in Japanese
Always get a native speaker to
localise and transcreate

Step 4: Execute
• SEO Optimisation
• Social Media Marketing
• Online Advertising Campaigns

Step 5: Optimise
• SEO
monitor SERP and search queries
• Social Media
engage and measure
• Online Advertising Campaigns
analyse and improve

Impact of COVID-19
DMFA Services

DMFA: Digital Marketing For Asia 34 Visit the DMFA Website for more info

Get in touch!
For more information about the Japanese market
or any of our services, please contact us at
https://www.digitalmarketingforasia.com/contact-us/
TwitterLinkedIn

How to enter the Japanese market - a guide for digital marketers

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Ähnlich wie How to enter the Japanese market - a guide for digital marketers

Ähnlich wie How to enter the Japanese market - a guide for digital marketers (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

How to enter the Japanese market - a guide for digital marketers