Curious to see what successful tech companies are doing to promote their businesses online in Japan? With the recent announcement of the UK-Japan free trade agreement, British tech companies – particularly in the fintech sector – will see great opportunities for market entry to Japan. Join TAMLO and SoftBank Telecom Europe for this free webinar where they will present several case studies of software and fintech companies.
2. DMFA is operated by SoftBank Telecom Europe, a UK-based subsidiary of SoftBank Corp.
offering digital marketing services targeting the Japanese market.
About DMFA
Strategic
Holding Company
Other subsidiaries
Subsidiaries related to
Digital Marketing
Softbank
Investment Advisers
3
3. TAMLO is a Japanese content agency based in
Tokyo and London. We help international
companies targeting the Japanese market and
also Japanese companies targeting the
international market through content marketing.
We are a member of one of the biggest
independent digital marketing agencies in Japan,
TAM.
4. SPEAKERS
Yuichi Ishino
Managing Director
Content Marketer
James Lovell
Manager of London Office
Social Media Planner
TOKYO LONDON
James began his career at
ITV, the largest commercial
television broadcaster in the
United Kingdom. After 3
years, he moved from
traditional media into social
media and worked for
Pulsar, a leading social
listening platform. This is
where he truly found his
passion for social media
research, analytics and
planning. On a chance
meeting with Yuichi at
TAMLO, he made the jump
and joined us all at TAM.
Yuichi worked at one of the
biggest radio stations as a
program producer. After 3
years, he became an
editorial journalist and has
interviewed business VIPs
and star chefs all over the
world. In 2014, he joined
the major lifestyle website,
All About, as a senior editor
and a manager of the
editorial department. In
2016, he joined TAM, one
of the biggest independent
digital marketing agencies
in Japan and founded its
subsidiary, TAMLO, both in
Tokyo and London.
Nanako Aramaki
Head of Marketing
PPC Consultant
LONDON
Having over 10 years of
marketing experience
that span three countries,
Nanako is a cross-
cultural, multi-lingual
marketing and sales
professional. Since
joining SoftBank Telecom
Europe, she has been in
charge of the launch,
marketing and sales at
DMFA, the agency arm of
their London office.
Nanako consults
businesses on the best
digital marketing
practices for Japan.
12. Yahoo! JAPAN
Japan’s no.1 web portal
Yahoo! JAPAN delivers various advertising
solutions to help build your brand presence
as well as promote products and services to
a wide Japanese audience.
79 Billion Monthly Page Views
100+ internet services
88% Reach of all smartphone users
62.7 million smartphone users visit Y!J’s portal
Not the same as Yahoo Inc.
13
13. PC Users
(in millions)
Smartphone Users
(in millions)
Yahoo! JAPAN, 20.80
Google, 15.60
YouTube, 11.60
Twitter, 5.60
Instagram, 2.30
Facebook,4.40
LINE, 1.90
Google, 67.70
Yahoo! JAPAN, 61.80
LINE, 60.10
YouTube, 56.60
Facebook, 47.10
Twitter, 42.70
Instagram, 37.70
reach of all PC users
in Japan
reach of all smartphone
users in Japan
*1 Source: Yahoo! JAPAN research. Average of June to December 2019 (tablets and conventional mobile phones excluded).
*2 Source: "Nielsen NetView" PC access from home and office (excludes internet apps) "Nielsen Mobile NetView" Smartphone access (including apps).
Average of January to June 2019 data summarised at brand level. Calculated by Yahoo! JAPAN from "Nielsen NetView/Mobile NetView Custom Data feed".
Yahoo! JAPAN User Volume and Reach
14
15. Payment
Services
Company A is a Payment Solutions Provider
operating in 50+ countries.
They offer a multi-currency account. Receive
and send money without fees. International
transfers are completed in 24hrs, (while local
banks can take 2-4 days). Receive real-time
transaction notifications on any smart device.
• Transparent transactions
• Suitable for business & personal
• Verified by worldwide Financial
Institutions
• Conduct authority institutions
16
COMPANY A
Industry: Fintech
Payment Solutions Tech
16. Challenge
They wanted to increase the number users and increase
sales.
Suggestion
• Analyse keywords and search terms
• Pause or remove strangely translated keywords
• Competitor analysis
Implementation
• Account manager added keywords most likely to get
conversions based on search terms and competitor
analysis
17
COMPANY A
Industry: Fintech
Payment Solutions Tech
17. Results
When comparing pre and post
campaign (June vs August),
conversions doubled and CTR
improved by 42%.
18
COMPANY A
Industry: Fintech
Payment Solutions Tech
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
3.5%
0
100
200
300
400
500
600
January February March April May June July August September
Conversions CTR
Keyword Proposals
& Implementation
Conversions and CTR
Conversions: +98 %
+42 %
(August vs Jun)
CTR:
18. 日本 イギリス 飛行機
19
Translating your English keywords is not enough!
English Keyword
flight from japan to uk
Japanese Keyword
日本からイギリスへの飛行機
• Japanese people do not use
propositions such as “from”
and “to”
• Some words can be translated
in several ways
日本 イギリス フライト
Remove word-for-
word translation
Add synonyms
Add appropriate
translation
Tip #1: Analyse Keywords & Search Terms
19. 20
Tip #2: Analyse the competitors’ search terms
Our proposal was based on the advertiser’s search terms and
their competitors (industry) search terms.
Search Term s Im pressions
検索語句1 1,000,000
検索語句2 994,200
検索語句3 988,400
検索語句4 982,600
検索語句5 976,800
検索語句6 871,000
検索語句7 765,200
検索語句8 659,400
検索語句9 553,600
検索語句10 447,800
Search Terms of the Competitors
Added search terms relevant
to the advertiser’s business
based on their competitors
search terms
20. Software as
a Service
Company B is a SaaS company that provides integrated
travel and expense management services to businesses.
Their product offers an easier way of managing
expenses vs paper receipts and manual spreadsheets.
• 24/7 customer service worldwide
• Fast and secure access for bookings
• Ranking 4.7★on App Store & Play Store
21
COMPANY B
Industry: B2B SaaS /Cloud
Computing Technology
21. Challenge
They wanted more people to know about their seminar to
increase event sign-ups and attendees.
Suggestion
Use Yahoo! Japan Display Ads (YDA) to advertise their event.
• Focus on users who have shown interest by using
Search Keyword Targeting
• Run YDA campaigns for 6 weeks prior to the event
Implementation
• Account manager helped accumulate keywords to
target
• Supported the client to create compelling ad copy
• The client prepared the creative
COMPANY B
Industry: B2B SaaS /Cloud
Computing Technology
22
22. Results
Visitors to the event landing page
increased dramatically.
The client was very happy with the
results as they saw 10 times more
people visiting their event landing
page.
We are now discussing a YDA
campaign for their next event.
COMPANY B
Industry: B2B SaaS /Cloud
Computing Technology
23
1st week (26-20 Aug) 2nd week (27 Aug - 2
Sep)
3rd week (3-9 Sep) 4th week (10-16 Sep)
YSA YDA
Event landing page visitors during
YDA campaign period
25. Client Public sector
Over 30 different Japanese keywords
How can we help British Fintech businesses to
launch and market in Japan?
Digital research through a combination of social
listening and google trends
Data cleaning and compiling by our team of
bilingual digital natives
The Brief
The Methodology
Keyword strategy
Analysis
27. What we found
- The language is nuanced and new terms are emerging
- Virtual Currencies and are rising in popularity
- Japan talks about Chinese, UK & US Fintech the most
- Most important topics are “Blockchain”, “Money” & “AI”
- There are 4 main audience personas
- These 4 have very different personality traits
Test Hypotheses
Surfacing Unknowns
28. The outcome
- A how to guide for British businesses launching in Japan
- Informing marketing, communication & content
- Informing policy for the pending trade deal with Japan
- Confirmed our belief that there is an opportunity for tech businesses in Japan
30. LANGUAGE
•Japanese people use
three writing systems;
hiragana, katakana and
kanji.
•Japanese has
completely different
grammatical order to
alphabetical one.
CULTURE MARKET
•More text, Less
images.
•Japanese people do
less believe the other
on social media.
•Japanese people
more likely to focus on
catch copy.
•Fact base rather than
emotional approach.
•Japan’s GDP is 4.9
trillion USD (2017). The
world third biggest.
•The population is 127
million.
•Japan is challenging
an aging population.
More than 17% are
over 75 y/o.
35. MARKET SIZE
Source: Similar web 2019
•Japan’s GDP is 4.9 trillion USD (2017).
The world third biggest.
•The population is 127 million.
•UK’s GDP is 3.2 trillion USD (2017). The
world fifth biggest.
•The population is 66 million.
UK JP
36. TRADE SIZE
£30 billion
£45 billion
Before After
The new FTA deal is expected to boost the value trade
between the UK and Japan by approximately 50%.
Currently Japan is UK’s 11th biggest export market.
39. 3 STEPS OF POC FOR THE JAPANESE MARKET
CONTENT MARKETING STRATEGY WORKSHOP
SOCIAL LISTENING RESEARCH
SEO & SEARCH AD
WEBSITE LOCALISATION / TRANSCREATION
CUSTOMER INTERVIEWS / ONLINE SURVEY
SOCIAL MEDIA MANAGEMENT & AD
1
2
3
