Section 1 part 2 of Marketing in Japan focuses on other digital marketing mediums used in Japan. It includes; mobile advertising to social media marketing.

1. Marketing in Japan:
Section 1
Part 2 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:
Mobile Advertising-
$2,752.00
$3,853.00
$5,009.00
$6,311.00
$7,573.00
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$7,000
$8,000
2014 2015 2016 2017 2018
Mobile Internet Ad Spending:
In Millions of U.S. Dollars
Compiled By author from emarketer.com

4. Marketing In Japan:
Mobile Advertising- Facts
QR Codes
Offline
Payment (E-
wallet)
Mobile Digital
TV
Mobile Health
Terminal
Commuters
Pass In Public
Transportation
Mobile Social
Gaming
Japanese People Use Their Mobile Devices Daily For Multiple Reasons:
Compiled By author from rebecca.webmarketing-geneve.ch/

5. Marketing In Japan:
Mobile Advertising- Differences
75% of mobile
data users are
on a flat-rate
plans
User experience
is good even for
data-intensive
sites and
applications
Limited number
of free Wi-Fi
spots
Tablets widely
used with
3G/4G
Smartphones
just over 50% of
total devices
Compiled By author from slideshare.net/gaulis

6. Marketing In Japan:
Mobile Advertising- Players
Mobile network
operators:
NTT DoCoMo
au KDDI
Softbank
Mobile Media
Sales:
Carriers and ad
agencies,
D2
Communications
and Mediba
Digital Advertising
Consortium (DAC)
CA Mobile
Creative
Agencies:
Dentsu
Hakuhodo
ADK
Other smaller
players
Mobile as
Networks:
Yahoo! Japan
Google
adways and
Pocket
Industry
Associations:
Mobile Marketing
Solution
Association
(MMSA)
The Mobile
Content Forum
(MCF)
Japan Internet
Advertising
Association (JIAA)
Compiled By author from slideshare.net/gaulis

7. Marketing In Japan:
Mobile Advertising- Trends
Trends:
Augmented
Reality
Mobile e-
Commerce
Mobile
Gaming
Market
Compiled By author from http://technode.com/

8. Marketing In Japan:
Search Engine-
Yahoo! Japan
55%
Google
34%
Others
11%
Search Engine Market Share In Japan:
Compiled By author from chiragdattani.com

9. Marketing In Japan:
Search Engine- Unique Visitors
350,127
191,510
76,053
73,656
61,062
China
United States
India
Japan
Russian Federation
Total Unique Visitors by Country:
Compiled By author from chiragdattani.com
Unique Visitors (000)

10. Marketing In Japan:
Search Engine-
64,920 63,641
52,531
47,223 45,364
146.7 149.6
53.3 55
27.4
0
20
40
60
80
100
120
140
160
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Yahoo! Sites Google Sites FC2 inc. NHN Corporation Amazon Sites
Top Web Properties in Japan:
Unique Visitors Minutes Per Visitor
Unique Visitors (000)

11. Marketing In Japan:
Search Engine-
Setup
Implementation Guide:
Compiled By author from chiragdattani.com

12. Marketing In Japan:
Search Engine- Implementation
Setup – Yahoo! Japan v/s Google:
Although Yahoo! Japan Uses Google Technology To Power Its Search Engine:
They are two separate platforms
They have to set up and manage the account in their individual
interface
Results shown on both engines will not be identical
Compiled By author from chiragdattani.com

13. Marketing In Japan:
Search Engine- Relationships
Search Engine
Marketing
Relationship
Building
Free Perks
Trust
Compiled By author from blogs.adobe.com

14. Marketing In Japan:
Search Engine- Risks
PotentialRisks:
Language Risk
Security Risk
Customer
Service Risk
Compiled By author from blogs.adobe.com

15. Marketing In Japan:
Search Engine- Mistakes
Compiled By author from chiragdattani.com
Some of the most
common mistakes
that companies
make while entering
the Japanese Online
Market Are:

16. Marketing In Japan:
Search Engine- Mistakes
Translation
Don’t:
Do:
 Use a translation service agency to have the cultural nuances figured out
Just use ‘Google
translate’ or
another translation
software:
Can obscure
meaning and may
not be what you
want to say
Merely translating
English keywords
into Japanese may:
•Make you miss the
cultural factor
Compiled By author from chiragdattani.com

17. Marketing In Japan:
Social Media-
127 Million People In Japan
110 Million Active Internet Users
24 Million Active Social Media Accounts
156 Million Mobile Connections
22 Million Active Mobile Social Accounts
Compiled By author from http://blog.btrax.com/

18. Marketing In Japan:
Social Media-
Urbanization of
Total Population:
91%
Penetration of
Internet Users:
86%
Penetration of
Social Media
Accounts:
19%
Population Vs. the
Amount of Mobile
Connections:
122%
Penetration of
Mobile Social
Accounts:
17%
Compiled By author from http://blog.btrax.com/
4Th largest
internet
population after
China, U.S. &
India
On average,
consumers own
more than one
mobile device
About 90% of all
social media
accounts are
viewed on mobile
devices

19. Marketing In Japan:
Social Media-
44.00%
27.30%
26.10%
17.50%
12.30%
11.40%
10.00%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00%
LINE
GOOGLE+
FACEBOOK
TWITTER
MIXI
MOBAGE
GREE
Ranking of Social Media and Messaging Apps:
Compiled By author from http://blog.btrax.com/
Social Media
Usage Ranked:

20. Marketing In Japan:
Social Media- Line
Paid Games:
Played solo or with other
users
Stickers:
Purchased to convey
emotions
Advertising Deals:
Brands and celebrities that
want to reach line’s user
base
Line Branded
Merchandise:
A shop in Harajuku called
line friends that sells line-
related products featuring
characters from their
stickers
Range Of Sources That Are Included In
Revenue:
Compiled By author from http://blog.btrax.com/ Image from google.com

21. Marketing In Japan:
Social Media- Line Marketing
Line
Live
Line
Business
Connect
Time
Line Ad
Compiled By author from .japanbuzz.info Image from google.com

22. Marketing In Japan:
Social Media- Twitter
Anonymity:
Privacy is important in Japan,
and users can use fake names
Used to express emotion
anonymously
140 Characters:
In Japanese, you can say about
double what you can say in
English with 140 characters
Mobile:
Twitter began to catch on in
japan as early as 2007 when it
was gaining popularity in the
states
Feature phones in 2007 already
had internet capability
There were various feature
phone clients designed for
twitter
The most popular
was Movatwitter
Reasons Why Twitter Was Able To
Take Off In Japan:
Compiled By author from http://blog.btrax.com/ Image from google.com

23. Marketing In Japan:
Social Media- Twitter Facts
• Starbucks
• Total Fans:
1,640,306
スターバックス コーヒー
• Seven-
Eleven
Japan
• Total Fans:
1,334,635
セブン-イレブン・ジャパン
• Rakuten
Market
• Total Fans:
970,819
楽天市場
• Lawson
Crew-
Akiko-Chan
• Total Fans:
653,384
ローソンクルー♪あきこちゃん
• McDonald’s
• Total Fans:
473,378
マクドナルド
Compiled By author from socialbakers.com Image from google.com

24. Marketing In Japan:
Social Media- Facebook
Reason why Facebook
gained popularity:
The Social Network:
The Japanese released the film in 2011
The 2011 Tohoku
Earthquake:
Cell phone lines were affected by the
disaster but data channels remained
open
This became the most effective way to
stay in touch
Facebook’s policy of using real names
allowed people to find accurate
information about their loved ones
One peculiar feature
about Facebook in
Japan is that many
Japanese people use
it the way Americans
would use LinkedIn.
Compiled By author from http://blog.btrax.com/ Image from google.com

25. Marketing In Japan:
Social Media- Facebook Facts
Compiled By author from socialbakers.com Image from google.com
Top 5 Industries on
Facebook:

26. Marketing In Japan:
Social Media- Facebook Facts
楽天市場
Rakuten, Inc.
Total Fans:
4,389,849
Local Fans:
96.6%
ソフトバンク
SoftBank
Total Fans:
1,271,598
Local Fans:
96.2%
アマゾン
Amazon.co.jp
Total Fans:
1,194,198
Local Fans:
96.1%
スターバックス コー
ヒー ジャパン
Starbucks
Total Fans:
1,053,477
Local Fans:
90.5%
コカ･コーラ
Coca-Cola
Total Fans:
977,164
Local Fans:
94.8%
Top 5 Facebook Brands:
Compiled By author from socialbakers.com Image from google.com

27. Marketing In Japan:
Social Media- The Future
Reasons Why Facebook Is Used More Than Mixi:
Globalness of Facebook is the top reason why Japanese people like to
use it
It is easy to find friends
Information is reliable because real names are used
Compiled By author from http://blog.btrax.com/ Image from google.com

28. Marketing In Japan:
Social Media- The Future
 Line is where the present is at for social networking in Japan
 They have 560 million registered users and 170 million monthly active users
 It took Facebook three years to reach 58 million users, took Line just over one
year
49% of Japanese
consumers wouldn’t
want to give up
their Line
19% couldn’t give
up Twitter
18% couldn’t give
up Facebook
Compiled By author from http://blog.btrax.com/ Image from google.com

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/>.

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