Some elements of digital marketing strategy are universal, but Japan requires a unique approach from what you’re accustomed to. When marketing outside your own borders, you should think outside the box.
In This Article
From information consumption habits to where online users spend their time, there’s much to learn about the Japanese landscape.
But why? This knowledge is crucial to formulating a digital strategy that appropriately tailors your brand message to the Japanese market. Here, we’ll discuss some pointers to consider for your Japanese digital marketing strategy.
Japanese Marketing Strategy Tip #1: Mobile-First Thinking
80% of the Japanese population owns a smartphone, one of the largest penetration rates in the world. Nearly 90% of those owners use their smartphone as the primary device for accessing the web. This makes sense as Japan is largely a pedestrian country. Mass transit is the preferred mode of transportation, leaving ample time to browse the internet on the go.
If you’re looking to capture this audience, you’ll want to make sure your website is properly localized. Japanese users demand a quality mobile experience with fast load times and responsive design. Google Translate may throw off your website’s mobile layout, and compromise a consumer’s impression of your brand.
Japan Marketing Strategy Tip #2: Go Beyond Google
Google has the lion’s share of the search market in Japan, but Yahoo! Japan is still a viable platform. Yahoo is a little more than a search engine; it’s an all-in-one digital portal. Being a one-stop shop has helped keep Yahoo relevant, and even popular among Japanese users. Consider Yahoo! Japan as part of your SEM efforts, particularly if your target demographic skews toward an older audience.
Touching on what we’ve mentioned before, Google Translate may not only be harmful to how users experience your site; it may also be harmful to your SEO. Keywords are almost never a 1:1 translation, so taking the time to localize your keywords is key to ranking well on Google and Yahoo! Japan.
Japan Marketing Strategy Tip #3: Social Awareness
Social media platforms like Twitter, Meta and TikTok are all popular in Japan, and can be important tools in your campaign strategy. However, they pale in comparison to the domination of LINE in Japan. Similarly to Yahoo, LINE boasts many more features than the average social media platform.
A mixture of TikTok, Meta and Whatsapp, LINE’s 95 million users flock to the “super app” for shopping, messaging, gaming and more.
LINE provides for interesting ad placements with precision target to ensure you reach your target audience where they’ll most likely be open to your message. We recommend creating a brand page to build an enthusiastic community around your products and services. If running ads via LINE, having a brand page where consumers can get better educated about you will help gain their trust.
Japan Marketing Strategy Tip #4: [Influencer] Content is King
Blog articles and social media management are still valuable forms of content marketing to the Japanese customer journey. If current trends continue, however, influencer marketing will soon become the default Japanese content marketing strategy.
When using influencers to promote your brand, understand that certain approaches may not be received the same in Japan. For instance, Japanese audiences don’t respond well to aggressive messaging, so partner with micro-influencers who have an established rapport with their followers. These influencers understand culture nuances and can tailor your messaging in a way that’s respectful, yet effective.
Info Cubic: Your Strategic Partner for Japanese Marketing
At Info Cubic Japan, we’ve partnered with brands from all over the globe to formulate a successful Japanese digital marketing strategy. We can inform your SEO strategy, and provide a road map for a successful social media campaign.
When it comes to influencer marketing in Japan, gaining access to the top influencers isn’t as straightforward as it may be in the West. The influencer field runs through agencies, so getting an introduction can be tricky. Info Cubic Japan has secured strategic influencer marketing partnerships with top agencies representing KOLs across all platforms and interests.
Whether you need help localizing your website, or optimizing it for mobile, our Creative Team has the solutions you require. We also actively market on Yahoo! Japan and even Bing, so we’re well-versed on SEM alternatives to Google.
Need something more specific? Contact us for a consultation on how we can strategize in bringing your brand to the Japanese market.
