Guide to Digital Marketing in Japan

Introduction to Digital Marketing in Japan

Japan is considered one of the most technologically advanced countries with a high internet penetration rate of 90.22% according to the latest data from Statista. Although the country is big on traditional marketing and business, most of the Japanese population has access to the Internet, making digital marketing in Japan an essential part of business growth. In addition, a significant shift in consumer behavior has been noticeable in Japan recently, with more and more Japanese relying on online channels for information and entertainment. This has led to a rapid increase in efforts on digital marketing in Japan by all kinds of businesses. Japan also has a population of over 125 million people, making it the world’s eleventh-largest country by population. This presents a significant market opportunity for businesses looking to expand their operations and grow their customer base in the country through digital marketing in Japan.

Digital marketing in Japan can be effectively utilized by businesses by understanding the following key aspects that are crucial to success. These will be discussed separately in the sections below:

  • System Engine Optimization (SEO)
  • Pay-per-click (PPC)
  • Social media marketing (SMM)
  • Content marketing
  • B2C Sales platforms

By leveraging these aspects, businesses can efficiently reach their target customers, build brand awareness, and create tractions. As digital marketing in Japan can be broad and continuously changing, it’s highly important to conduct extensive research, optimize the campaigns to maximize returns, and stay up-to-date with the latest trends in the Japanese market.

Cultural Influences on Strategies in Digital Marketing in Japan

When it comes to digital marketing in Japan, it’s necessary to understand that cultural influences play an important role in shaping consumer behavior and digital marketing strategies. By exploring some of the cultural influences on strategies of digital marketing in Japan, businesses should be able to effectively leverage them to scale their operations.

Japanese hospitality: Japanese are well-known to be very hospitable and welcoming. This concept of “omotenashi,” which roughly translates to “hospitality” is one of the most significant cultural influences on strategies in digital marketing in Japan. The Japanese approach to customer service puts a strong emphasis on attentiveness, politeness, and attention to detail. Because of this, it is important that businesses prioritize user experience and make sure that their websites and online platforms are easy to navigate and visually appealing. This will boost trust and loyalty with Japanese consumers, who are used to high levels of customer service.

Importance of group harmony and social connections: In Japan, social networks play a significant role in decision-making. So, when developing strategies for digital marketing in Japan, businesses have to take this into account. It is important for businesses to engage with their audience, build relationships, and foster brand loyalty. Good thing social media platforms such as Line, Twitter, and Facebook are popular in the country and have features that enable businesses to do just that. Leveraging on influencer marketing and user-generated content can also be an effective strategy for building social networks and trust with consumers.

High levels of discernment and attention to detail: Japan is famous for producing high-quality products and services as they really focus on details. Because of this, businesses need to prioritize quality and authenticity in their strategies for digital marketing in Japan. Creating high-quality content that is relevant and engaging to the target consumers, and avoiding generic or overly sales-focused messaging are just a couple of strategies that businesses need to establish to optimize the potential of their digital marketing. It’s also important to do extensive research to resonate with the target audience because Japanese consumers are highly sensitive to cultural nuances and references.

Role of mobile devices in Japanese consumer behavior: Finally, it’s important to understand that Japan has a highly developed mobile culture, with over 90% of internet users accessing the web through their smartphones. This means that businesses need to make sure that their websites, landing pages, and digital marketing campaigns are highly optimized for mobile devices, with high speeds, responsive designs, and easy-to-use interfaces. Efficiency and convenience are very significant in a very busy Japanese culture.

By prioritizing user experience, establishing social connections, creating high-quality content and materials, and optimizing for mobile devices, businesses can effectively and efficiently leverage cultural influences to scale their operations using proper strategies for digital marketing in Japan.

Top 6 Channels for Digital Marketing in Japan

There are many channels that businesses can use to effectively reach their target audience and expand their operations when it comes to digital marketing in Japan. In this section, we will explore some of the top channels that businesses can utilize for digital marketing in Japan and how businesses can effectively leverage them to drive growth and create traction.

Line Marketing in Japan

Line is the most popular messaging app in Japan with over 94 million active Japanese users, making it a significant platform for digital marketing in Japan for businesses looking to scale their reach in the market scene. Below are some key aspects of Line that businesses should consider especially when strategizing their digital marketing in Japan:

Line Official Account

One of the most effective ways for businesses to utilize Line for digital marketing in Japan is by creating a Line Official Account. This allows businesses to engage with their customers through Line messages, broadcasts, and other features. Businesses can open an official Line account for free but may opt for subscriptions depending on their business needs. Prices differ depending on the type of plan the business avails. For more information on the prices, you can check out the pricing matrix here.

Monthly FeeFree50 USD150 USD
Free MessagesUp to 500Up to 15,000Up to 45,000
Additional Message FeeN/A0.05 USD0.03 USD
**The above table is updated on April 19, 2023.

Line Ads

Line offers various ad formats such as Line Ads and Line Video Ads. These allow businesses to promote their products or services to a targeted audience on the Line app. 

Line Pay

Line Pay is a payment service that allows users to make payments and send money to other Line users. This service can be leveraged by businesses to offer promotions and discounts to Line users who make purchases through Line Pay. This can help businesses incentivize customers to make purchases through their Line Official Account.

Line Stickers

With users sending millions of stickers each day, Line stickers are a popular feature on the app. Businesses can create their own branded stickers or partner with Line to create custom stickers that can be used to promote their products or services. 

Line Timeline

Businesses can leverage this feature by creating engaging and relevant content that can be shared by their followers which in return can help increase their visibility and reach.

Jim Kersey posted on the Humble Bunny website a great article about tips on using Line for business advertising.

Rakuten Marketing in Japan

Rakuten is a widely popular e-commerce platform in Japan with over 100 million registered users and an apparent presence, particularly in the industry of digital marketing in Japan. Here are some key aspects of Rakuten marketing in Japan that businesses should consider:

Rakuten Advertising

Formerly known as Rakuten Marketing, it is the advertising arm of Rakuten. It offers advertising solutions such as display advertising, affiliate marketing, and influencer marketing. Businesses can promote their products or services to a targeted audience on the Rakuten platform using this feature.

Rakuten Ichiba

Rakuten Ichiba is the flagship e-commerce marketplace of Rakuten. It is a popular place for online shopping in Japan and offers a vast range of products and services. Businesses can create their storefront here and sell their products directly to customers while creating ad solutions for their target audience and helping with their digital marketing in Japan.

Rakuten Point

Rakuten Point is a loyalty program that rewards customers for making purchases on their platform. Businesses can incentivize customers to make purchases through their storefront on Rakuten Ichiba which can help increase customer loyalty and drive repeat purchases.

Rakuten Edy

Rakuten Edy is a digital payment service that allows users to process payments at various merchants across Japan. Businesses can offer promotions and discounts to customers who make purchases through their storefront on Rakuten Ichiba. Providing promotions can incentivize customers to make more purchases and increase sales.

Rakuten Kobo

Rakuten Kobo is an e-book platform where businesses can create their own e-books and sell them on the Rakuten Kobo platform. 

Rakuten is indeed a very successful e-commerce platform not just in Japan but also around the world today. Caylon Neely shared a very insightful article about why you should sell your products on Rakuten.

How is Amazon Marketing in Japan different from other countries?

Named the biggest e-commerce platform in the world in terms of its market cap and revenue, Amazon, with over 310 million active users worldwide, plays a very significant role in the field of digital marketing in Japan. Amazon’s strategies for digital marketing in Japan are unique and differ slightly from those used in other countries. The ranking presented on Similarweb shows that Amazon is number one regarding site visits with over 52.5 million active users in Japan followed by Rakuten, another great e-commerce platform that can be effectively utilized for digital marketing in Japan.

Here are some key differences and aspects of Amazon marketing in Japan that businesses should consider:

Amazon Japan Marketplace

It is the platform’s marketplace in Japan which is conveniently available in both Japanese and English languages. The platform allows businesses to set up their storefront on Amazon Japan and sell their products directly to Japanese consumers. Amazon Japan also provides various advertising solutions such as Sponsored Products, Sponsored Brands, and Sponsored Display ads to help businesses increase their visibility and drive growth through increased traction and sales.

Amazon Prime

Amazon Prime is a popular subscription service in Japan and around the world that offers free shipping, streaming of TV shows and movies, and other benefits. Businesses can offer fast and free shipping to their customers, which can help increase customer loyalty and drive sales.

Japanese Consumer Preferences

Japanese consumers are known to have unique preferences when it comes to online shopping. Businesses need to take this into consideration when strategizing their digital marketing in Japan on Amazon. For example, Japanese consumers tend to place a high value on customer service and product quality, as mentioned before, and they almost always look for products with a strong brand reputation. Additionally, Japanese consumers tend to prefer cash-on-delivery as a payment method, which businesses should offer as an option.

Localized Marketing

Amazon Japan focuses highly on localized marketing strategies, which can differ significantly from strategies used in other countries. For example, Amazon Japan’s homepage often features seasonal promotions and events that are targeted to Japanese culture, such as the New Year’s holiday and cherry blossom season. Businesses utilizing these important cultural events and promotions in their strategies for digital marketing in Japan can efficiently engage with their target audience and increase sales.

Amazon Launchpad

Amazon Launchpad is a program that assists startups and new brands launch and scale their businesses on Amazon. Various benefits such as marketing support, access to Amazon’s global customer base, and reduced fulfillment fees are just some of its benefits to businesses. 

Google ads/Facebook ads/Instagram ads work

Google Ads, Facebook Ads, and Instagram Ads are heavily used not just in Japan but around the world and are all effective channels for digital marketing in Japan for businesses looking to reach their target audience.

Google Ads

Businesses can use Google Ads to display their advertisements to users who are actively looking for keywords associated with their goods or services on Google’s search engine. Businesses may target particular keywords, areas, and demographics with Google advertising to make sure that their target market sees their advertising. Businesses can also utilize Google Ads’ variety of ad formats, such as text ads, display ads, and video ads, to promote their goods and services.

The interfaces and processes to do Google ads are the same in your home country as in Japan. The only difference is that the keywords would be in Japanese. One thing to be aware of is that some words have a preferred way of being written. For example, the word child kodomo can be written in several ways 子供・こども・コドモ・子ども, and the most common way is 子ども which is one kanji character and two hiragana characters. Getting someone experienced in AdWords will help you choose the right keyword.


Businesses can also target certain demographics and interests on Facebook and Instagram with their ads, thanks to Facebook and Instagram Ads. Businesses can target consumers with Facebook and Instagram Ads based on characteristics like age, gender, geography, hobbies, and behaviors to make sure the correct people see their ads. Additionally, companies can leverage Facebook and Instagram advertisements’ variety of ad styles, such as photo advertisements, video ads, carousel ads, and collection ads, to highlight their goods and services.

Based on my experience advertising in both the US, Australia, and Japan in 2021 using FB and instagram ads, the average engagement was lower in Japan, but the price per impression was cheaper when considering a similar amount of engagement.

social media in japan

However, to succeed with these digital advertising channels, companies must provide high-quality, targeted advertisements that cater to the culture, tastes, and habits of Japanese consumers. Japanese consumers tend to prioritize quality, trust, and customer service, and making sure your website has trust signals like awards, certificates, or well-known customers is critical and the context is localized and takes into consideration Japanese cultural subtleties.

Let us help you 2x-5x your business in Japan

We can help you scale your company in Japan and internationally through one on one and group coaching, online courses, and a marketing agency service.

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Search Engine Optimization (SEO)

As over 90% of internet users in Japan use search engines like Google and Yahoo to find information and make purchases, search engine optimization (SEO) is a crucial channel for digital marketing in Japan. Therefore, to draw in new clients and increase organic traffic to their websites, businesses must optimize their websites to rank better on search engine results pages (SERPs).

Businesses must do in-depth keyword research to determine what search terms and phrases are relevant to their target audience in order to optimize a website for search engines in Japan. The discernment and meticulous nature of Japanese consumers make it crucial to offer them high-quality materials that cater to their wants and interests. In order to increase traffic and raise search engine results, this includes producing pertinent and educational content that leverages pertinent keywords.

Technical SEO elements like website speed, mobile friendliness, and page load times are essential for boosting search engine ranks in Japan in addition to high-quality content. A website that loads quickly and is optimized for mobile devices is more likely to rank higher in search engine results and draw in more customers.

Additionally, backlinks from other reliable websites in Japan that are relevant to the topic at hand might raise a website’s search engine ranks. To avoid being penalized by search engines in Japan and other countries, businesses must make sure that the backlink profile of their website is genuine and unmanipulated.

Although Google is the most extensively used search engine in Japan, Yahoo Japan also receives a lot of traffic and has a sizable market share. To achieve optimal visibility to potential clients, businesses must optimize their websites for both search engines in digital marketing in Japan.

Key Insight on Google vs Yahoo Japan: Based on my personal experience of advising clients on doing SEO in Japan through our marketing that gets results marketing agency, the ratio depends on the region of Japan. You would get a 30 – 35% penetration in regional areas while the city would be about a 15 – 20% penetration rate for Yahoo.

Leveraging Google Maps for Digital Marketing in Japan

Google Maps has emerged as a powerful tool for businesses aiming to enhance their digital marketing strategies in Japan, a country known for its technological advancement and high internet penetration rates. With its widespread navigation and local search use, Google Maps provides a unique platform for businesses to connect with their target audience in Japan.

Importance of Google Maps in Japan:

Japan’s dense urban landscapes and the population’s reliance on accurate, real-time navigation make Google Maps an essential part of daily life. Businesses can leverage this platform to increase visibility, drive foot traffic, and improve customer engagement through detailed business listings, customer reviews, and localized marketing campaigns.

Strategies for Utilizing Google Maps in Digital Marketing:

  1. Optimized Business Listings: Ensure your business listing on Google Maps is complete and accurate, including address, contact details, business hours, and photos. This not only helps customers find your business easily but also improves your visibility in local search results.
  2. Local SEO: Incorporate local keywords and phrases relevant to your business and location in your Google My Business description and posts. This enhances your visibility in local search queries, making it easier for consumers in Japan to discover your business.
  3. Customer Reviews and Ratings: Encourage satisfied customers to leave positive reviews and ratings on your Google Maps listing. High ratings and positive feedback can significantly influence consumer choices, as Japanese consumers highly value trust and credibility.
  4. Use of Google Business Posts: Utilize Google Posts within your Google My Business account to share updates, offers, and events directly on Google Maps and Search. This feature allows businesses to engage with potential customers by providing timely and relevant information.
  5. Local Ads: Invest in Local Campaigns through Google Ads to promote your business listing on Google Maps. These ads can help increase your visibility to users searching for relevant products or services in your area, driving online and in-store traffic.

Other Channels for Digital Marketing in Japan

Email Marketing

With over 90% of Japanese internet users reading their emails every day, email marketing is another powerful medium for digital marketing in Japan. Businesses can use email marketing to send individualized, targeted communications to their audience that contain pertinent deals and content. Customers in Japan are extremely sensitive to generic or irrelevant information, thus personalization and segmentation are essential to effective email marketing campaigns.

One example of email marketing is monthly newsletters that a business can regularly send to its audience who has subscribed to the newsletter. Our business advisory service Scaling Your Company does this type of strategy in digital marketing in Japan on Linkedin and our subscribers receive updates on the business’ podcasts and other related services.

Social Media Marketing

The widespread use of social media platforms by Japanese consumers has led to the integration of social media marketing (SMM) into strategies for digital marketing in Japan. Over 80% of the population in Japan uses social media, making it one of the countries with the highest utilization rates worldwide.

The most widely used social media site in Japan is the messaging app Line, which has over 94 million active users each month. With about 45 million and over 33 million active users each month, Twitter and Instagram are popular in Japan as well. Facebook is also well-liked, however, recent years have seen a dip in interest due to worries over data protection. Check out the article here.

Social media platforms are being used by businesses in Japan to interact with their customers, increase brand recognition, and increase website traffic. Businesses should concentrate on producing engaging content that connects with their target audience if they want to succeed at social media marketing in Japan. To do this, programming must be tailored to the cultural quirks and preferences of Japanese listeners.

Businesses may use paid social media advertising in addition to organic social media marketing strategies to reach a larger audience and increase conversions. When compared to other forms of advertising, social media advertising in Japan is relatively affordable, and companies may target their adverts to particular groups of people based on their interests and demographics.

In Japan, social media marketing has mostly grown to be a crucial part of digital marketing strategy, and companies that use social media wisely can obtain an edge over their rivals.

Scaling Japan Podcast has recently conducted a free Q&A seminar on Social Media in Japan for businesses where Tyson Batino and guests, Dustin Ikeda, co-founder of Hashi Media, and Dimitri Shimaniuk, director of Enjin Media K.K. had a very informative discussion about how to effectively utilize social media for your business in Japan. You can check the video recording below

Free Business Seminars on Japan

Local Marketing Strategies in Japan

For businesses trying to engage with their target audience in certain cities or parts of the country, incorporating local digital marketing in Japan is a crucial strategy. In Japan, local marketing is adjusting advertising strategies to the tastes and habits of customers in certain geographic areas while taking into account consumer trends, local culture, and linguistic norms.

Utilizing local search engine optimization (SEO) techniques is one efficient local marketing strategy in Japan. A business’s website and online presence must be optimized in order to appear higher in local search results for keywords relating to their goods or services. For instance, if a company provides sushi delivery in Tokyo, they may want to optimize their website and online listings to show up on the first page of search results for terms like “sushi delivery Tokyo” or “best sushi restaurant in Tokyo.” This can help companies increase their visibility and draw in more local clients.

Engaging with Local Communities

Participating in local communities through social media and online forums is another successful local marketing strategy in Japan. Businesses can interact with local customers and establish themselves as a dependable and valued part of the community by joining regional groups and forums relevant to their industry or niche. A coffee shop in Osaka might, for instance, join regional Facebook or Twitter groups for coffee enthusiasts to share information about their events, menu, and promotions.

Businesses can also take advantage of neighborhood sponsorships and collaborations to boost their visibility and draw in more neighborhood residents. For instance, a car dealership in Sapporo could wish to sponsor a nearby snow event to advertise their business and draw people in. Businesses can access their network and draw more nearby clients by collaborating with neighborhood companies and organizations.

There are a lot of directories that list businesses that customers can check on but it is important to consider utilizing google maps so that online users can easily find your physical location around the area. There are also many local free newspapers that have an online version and allow businesses to advertise for a cheap cost. Businesses can also opt to avail of a combo of offline + online ads which can be a good strategy for digital marketing in Japan.

A couple of online platforms that can also help with business localization are TripAdvisor and Yahoo Loco. 

Leveraging TripAdvisor for Local Marketing

TripAdvisor is a travel website that offers information, reviews, and opinions on lodging, dining, attractions, and other travel-related activities. With millions of users expressing their experiences and opinions about various travel-related services, it has since grown to be one of the biggest travel websites not just in Japan but also around the world. TripAdvisor provides a variety of services, such as user reviews and ratings, price comparison tools, and a platform for booking lodging, travel-related services, and more. It is a popular tool for businesses to advertise their services and communicate with potential consumers as well as for travelers to plan and research their journeys.

You can take note that for localized digital marketing in Japan using TripAdvisor, you can use this link which would target Japanese. On the other hand, for places outside of Japan, you can check out this link.

A location-based search and discovery service called Yahoo Loco is run by Yahoo Japan. Users can conduct local business, restaurant, attraction, and event searches in Japan using either their present location or a predefined area. Users may get thorough information about any location on Yahoo Loco, including reviews, ratings, images, and directions. Additionally, it has features like bookmarking, check-ins, and buddy recommendations. Both a web-based service and a mobile app for iOS and Android devices are offered by Yahoo Loco.

In conclusion, local marketing is a crucial strategy for digital marketing in Japan for companies trying to engage with target customers in certain areas or cities of the country. Businesses can improve their visibility and draw in more local clients by utilizing local SEO strategies, interacting with local communities on social media and in online forums, and forming partnerships with neighborhood businesses and organizations.

We have helped over 30 companies rank in the top 3 for google maps and Yahoo loco and have done many times in Tokyo as well. If you need help with MEO and local SEO that is one of our specialties at our marketing agency.

The Growing Popularity of Podcasts in Japan

podcast japan

As more and more people in Japan use this medium for entertainment, education, and information, podcasts are growing in popularity. More podcasts are created and listened to in Japan, and the number of podcast listeners has been steadily rising in recent years.

One reason for its rapidly increased popularity in Japan is how simple it is to listen to podcasts on-the-go. Daily commutes are common in Japan, and passing the time by listening to podcasts on the bus or train is a convenient option. Because they may be downloaded and listened to at any time, podcasts are a flexible form of knowledge and pleasure.

The rising popularity of niche content is another factor contributing to podcasts’ success in Japan. Japanese customers are looking for specialized and distinctive content that suits their tastes and preferences more and more. Podcasts give content producers a platform to make material that appeals to specialized audiences, such as podcasts on particular interests, hobbies, or subcultures.

Additionally, the growth of social media and digital platforms has made it simpler for podcast producers to advertise their programs and attract more listeners. Social networking sites make it simple for users to share and locate podcasts, making it simpler for users to access fresh, fascinating content. 

Here are a few of the many well-liked business podcasts in Japan:

  • The Business Times is a podcast on business, finance, and economics that is produced by The Nikkei, the biggest business newspaper in Japan.
  • JPX Pod: Hosted by the Japan Exchange Group, this podcast provides discussions with professionals in the fields of finance, the economy, and investment management in Japan.
  • Tim Romero, an entrepreneur with more than 20 years of experience living and working in Japan, is the host of the podcast “Disrupting Japan.” The program includes interviews with other company founders, financiers, and innovators from Japan.
  • Nikkei Asian Review Podcast: This Nikkei Asian Review-produced podcast discusses a variety of subjects pertaining to business and politics in Asia, with a focus on Japan and China in particular.
  • Global Business: NHK World-Japan, the worldwide broadcasting arm of Japan’s public broadcaster NHK, is the producer of this podcast. The program focuses on Asia while covering a variety of business and economic issues from around the globe.

Japanese Language Podcasts in Japan

  • All Night Nippon Podcast is a podcast by Nippon Broadcasting System and is hosted by a comedy duo, Ungirls consisting of Takushi Tanaka and Yoshiaki Yamane. The two Ungirls freely talk about what they thought, felt, and wanted to say about their lives in the human world.

One unique thing about Japan is that major media organizations like Nikkei and others that normally do radio also release podcasts. An article in The Japan Times about celebrities giving a needed boost to Japan’s growing podcast industry is a good read. The podcast industry in Japan is starting to gain momentum as entertainment companies and tech platforms make efforts to bring the format mainstream. In a sector that has long resembled radio programs, the recent release of Hideo Kojima’s “Brain Structure” podcast and other well-known celebrity podcasts have generated buzz. The popularity of non-superstar podcasts with specialized material is growing, and the style is changing to sound more like talks between friends. Although the business has yet to produce a defining hit, development is being made as more well-known artists commit to podcasting.

Another podcast that has been increasingly making noise recently in the scene of digital marketing in Japan is the Scaling Japan Podcast, the second most popular podcast in Japan for business. Its host, Tyson Batino, CEO of Scaling Your Company and an expert in marketing and operations who has helped companies to 2x-5x their businesses, interviews business experts and leaders about how to successfully scale your company in Japan.

To learn more about how he can help you guide your team to business growth, you can check the services at https://scalingyourcompany.com/coaching/ 

You can also watch the latest episode here!

The growing popularity of podcasts in Japan can be attributed to the convenience of listening on-the-go, the increasing interest in niche content, and the rise of social media and digital channels. As more and more people in Japan turn to podcasts for entertainment, education, and information, businesses and creators can leverage this medium to streamline their digital marketing in Japan.

Mobile Marketing and the Rise of Messaging Apps

Mobile marketing has become increasingly important in Japan, as more and more consumers use their smartphones to browse the internet and make purchases. One development in recent years has been the popularity of messaging apps as a platform for mobile marketing.

Millions of people frequently use messaging applications like LINE and Facebook Messenger to remain in touch with friends and family, making them popular communication channels in Japan. Businesses are now using these applications and incorporate them with their strategies in digital marketing in Japan to use mobile marketing campaigns and reach their target demographic.

Chatbots are one method businesses can use for messaging apps for digital marketing in Japan(mobile marketing). In order to provide customer assistance, make product recommendations, and even execute transactions, chatbots are computer algorithms that mimic human communication. Businesses can provide their clients with individualized and practical and high-quality customer service by introducing chatbots into messaging apps.

One example is the Facebook messenger app where users automatically receive a response from the page to start a conversation. It usually says thank you for being interested in the product/service and how it can help the interested prospective customer.

Targeted advertising is another method that businesses may use messaging applications for mobile marketing. Messaging applications frequently have sizable user bases with comprehensive demographic and behavioral data, which makes it simpler for companies to target particular audiences with ads relevant to them. Additionally, some messaging apps provide native advertising choices, such as sponsored messages or chat stickers, that can assist companies in engaging and interacting with their target market. One best example of this is GeoLogic which has been effective in targeting a specific demographic.

Furthermore, loyalty schemes and promotions can be run on chat apps. Businesses can, for instance, provide clients who want to receive updates from them through messaging applications with special discounts and promotions. This can boost sales while also increasing client involvement and loyalty for organizations. Some of the well-known companies that extensively utilize this strategy on their digital marketing in Japan are BicCamera, Yodobashi Camera, Tsuruha Drug Store, and Uniqlo.

Although there are a lot of options for chatbot softwares in Japan, the most preferred chatbot in the country is the LINE Bot Designer considering that LINE is the most popular messaging app in Japan. With that in mind, businesses can take advantage of this by using LINE as one tool for digital marketing in Japan.

By leveraging chatbots, targeted advertising, and loyalty programs through messaging apps, businesses can reach their target audience in a more personalized and engaging way. Businesses that use messaging applications in their mobile marketing strategy are likely to have more success connecting with and interacting with their target audience as mobile usage in Japan rises thus leveling up the quality of their digital marketing in Japan.

Influencer Marketing and its Effectiveness in Japan

girl shopping in japan

In Japan, using influencer marketing has grown in popularity among companies trying to promote their brands and reach their target markets. Influencer marketing can be an efficient approach for businesses to harness the power of social media and reach their target audience because of the high rate of social media usage and the expanding number of influencers across multiple platforms.

The credibility and authority that influencers enjoy among their followers is one factor in the success of influencer digital marketing in Japan. Trust and authenticity are highly valued by Japanese customers, and influencers who are viewed as genuine and authentic can have a big impact on their followers’ purchasing decisions. Businesses can reach their target audience more efficiently than with conventional advertising techniques by partnering with influencers that have a sizable and enthusiastic following in a certain specialty.

Influencer marketing is successful in Japan for a number of reasons, including the popularity of social media among Japanese users and the expanding quantity of these platforms. Businesses can use sites like Instagram, Twitter, and YouTube, which are widely used in Japan, to use influencer marketing to reach their target audience. Additionally, it is now simpler for businesses to collaborate with influencers that are more compatible with their brand and target audience thanks to the rise of micro-influencers, who have smaller but highly engaged followings.

Furthermore, long-term agreements between brands and influencers are frequently a feature of influencer marketing in Japan. With this strategy, influencers may establish stronger bonds with their fans and produce more engaging material that appeals to their audience. Long-term relationships can also assist businesses in gradually increasing brand recognition and customer loyalty among their target market.

Naomi Watanabe, a Japanese comedian, actress, and fashion designer, collaborated with a Japanese restaurant chain Saizeriya in 2021 where she released a new clothing line with her well-known food pattern designs. PUNYUS, her own clothing brand, also collaborated with Tokyo Disneyland and Sailor Moon in the past. She also did a collaboration with Foodpanda.

Influencer marketing has indeed grown in the past several years in Japan and more and more influencers such as Youtubers HikakinTV, Hajime, and Yuka Kinoshita, and famous Instagram personalities like Rola, Kiko Mizuhara, and Yukina Kinoshita. There’s more about influencers and influencer marketing here.

In our article on Influencer Marketing in Japan, we explore the thriving landscape of influencers in this market. Discover how partnering with influencers can significantly impact your brand’s reach and engagement. We delve into the types of influencers prevalent in Japan, their audience demographics, and provide insights into crafting effective influencer marketing campaigns tailored to the Japanese audience.

E-Commerce Marketing Trends in Japan

Businesses wishing to succeed in Japan must keep up with the most recent e-commerce marketing trends as it has become a more significant component of Japan’s retail landscape. Some of the major e-commerce marketing trends in Japan are as follows:

Mobile optimization: Much like many other markets, Japan is seeing an increase in the significance of mobile optimization. Due to the widespread use of smartphones and the rise in mobile e-commerce transactions, companies must make sure that their e-commerce websites and marketing initiatives are mobile-friendly.

Personalization: As a result of Japanese customers’ preference for customized experiences, e-commerce companies that can deliver individualized product recommendations and marketing messages are expected to achieve greater success. Advanced analytics and the usage of customer data can help with this.

Social media: Instagram, Twitter, and Facebook are among the social media sites that are popular among Japanese consumers. By using influencer alliances and targeted advertising, these channels can be leveraged to reach a bigger audience.

Cross-border e-commerce: As Japanese consumers buy more goods from abroad, companies that can facilitate cross-border e-commerce are likely to experience growth in sales. This can be done by collaborating with other worldwide e-commerce platforms or by using regionally specific websites and marketing initiatives.

Businesses that promote sustainable and ethical practices are anticipated to see greater success in the Japanese e-commerce sector as a result of the public’s growing awareness of environmental and social issues. This can involve advocating fair trade practices, adopting eco-friendly packaging, and giving to philanthropic organizations.

Artificial intelligence: In Japan, businesses are increasingly embracing artificial intelligence (AI) to personalize product recommendations, optimize pricing, and enhance customer service. Businesses that can successfully use AI technology as a tool for digital marketing in Japan are expected to find more success as this technology develops.

Popular e-commerce platforms in Japan: Japan is home to a couple of the largest e-commerce platforms in the world such as Rakuten, as mentioned above, and Shopify. Arisa Ueno, an expert consultant and the first employee for Shopify Japan, introduces what e-commerce is like in Japan in episode 31 of the Scaling Japan Podcast. She mentions how foreign businesses can better market to the Japanese audience and explains methods on how to tailor and design webpages. She also gives great tips on how to optimize website conversion rates! You can watch the episode here!

As a Westerner trying to establish a business in Japan, it is important to know that cultural preferences differ from the West. For instance, websites from the West are more on the minimalist side while websites in Japan tend to have more details and call-to-actions on their page. One may think this does not work for a specific audience, but Arisa explains in the episode that culturally speaking, Japanese tend to trust sites with more information on them. 

Consequently, it is noticeable that Western websites are unique when tailored to the Japanese market. One best example of this is Starbucks Japan. Although the design is still close to the American style, it is unique to Japan.

Additionally, there are two e-commerce platforms in Japan that are leading the e-commerce trend, Stores and Shopify. Stores enables users to build custom web shops. Among the features it offers are templates that may be customized, payment processing, inventory management, and delivery choices. To assist users in promoting their items, Stores also has an integrated customer relationship management (CRM) system and marketing tools.

The Canadian e-commerce platform Shopify is well-liked in Japan. With features like configurable themes, payment processing, inventory management, and shipping choices, it enables customers to set up and run their online stores. Additionally, Shopify offers a variety of tools and connections to assist users with marketing, customer support, and other business-related tasks.

To add to the above, the biggest online apparel store in Japan, ZOZOTOWN, offers a huge selection of clothes, shoes, and accessories for kids, adults, and everyone in between. With a focus on quick shipment and a user-friendly interface, the company was established in 2004 and has since developed into one of Japan’s most well-known e-commerce websites. Over 7,000 brands may be found in ZOZOTOWN, which carries both domestic and foreign fashion. In addition, the website provides a number of features that make online shopping simpler and more pleasurable, like a virtual changing room and recommendations that are tailored to the user based on previous purchases.

Content Marketing in Japan

For companies aiming to increase brand recognition, develop thought leadership, and increase customer engagement, content marketing is a potent weapon for digital marketing in Japan. Free e-books, webinars, and email newsletters are some effective ways to interact with your target audience and raise brand awareness when it comes to content marketing.

Free E-books: Free ebooks are a well-liked strategy for educating your audience and building brand awareness. Rakuten and Mercari are just two examples of the numerous Japanese businesses that employ this tactic. E-books can be used to inform your audience about your product or service, share insights into your industry, or offer practical guidance. Additionally, by providing a free e-book, you can get email addresses and expand your email database for the next marketing campaigns making this an effective strategy for digital marketing in Japan.

White reports, industry reports, and how-to guides also work well in Japan to create awareness and trust for your brand. SAAS platform partnership success (Japanese only) does a pretty good job of content marketing as well.

Webinars: Another well-liked type of content marketing in Japan is webinars. You may demonstrate your knowledge and offer value to your audience in a more participatory way by conducting a webinar. Webinars can be used to provide updates and business news, launch new products or services, or deliver educational material. Use your email list and social media accounts to promote your webinar.

Email Newsletter: An effective technique to keep your audience interested in and informed about your business is through an email newsletter. Email marketing is very successful in Japan, where many businesses use it to reach their target market. You can communicate information about your business, brand-new goods and services, and market news by sending out regular newsletters. Include captivating content and engaging pictures in your newsletter to make it stand out.

Keeping your audience in mind and giving them value through your content is a way to go if you want to successfully adopt this type of digital marketing in Japan. You may engage your target audience and raise brand awareness by employing free e-books, seminars, and email newsletters. So, what are the key factors for content marketing in Japan that businesses need to take into consideration?

Language and culture: Because Japanese audiences have a distinct language and culture, firms must make sure their material has been localized. This might entail changing the way that content is presented, utilizing suitable language and tone, and adding cultural references. Put yourself in the shoes of a Japanese corporation, how serious would you take a company entering the Japanese market that won’t even invest in making sales and marketing materials in Japanese? Is this a company that will keep its agreement and remain in Japan long-term and provide high-quality customer service, or run away at the first sign of revenue trouble?

Visuals: Because Japanese culture places a strong emphasis on visuals, firms must make sure their material uses high-quality visuals like photos, videos, and infographics. This may aid in drawing interest and boosting participation.

Storytelling: Businesses that can convey captivating stories through their content are likely to experience higher success. Japanese audiences respond favorably to fascinating narratives. Customer references, case studies, and personal experiences are a few examples of how to do this.

SEO optimization: Similar to other markets, SEO optimization is crucial for making sure that content is accessible to consumers in Japan. Using Japanese keywords, improving meta descriptions, and making sure the material is mobile-friendly are a few examples of how to do this.

Social media: In Japan, major social media sites like Twitter, Instagram, and LINE can be utilized to spread content to a larger audience. For each platform, businesses must make sure their material is optimized, and it must also be consistent with their overall social media strategy.

Influencers: Japanese influencer marketing is becoming more and more popular, and companies can work with them to promote their content and raise brand awareness. Collaboration on blog entries, videos, and social media campaigns are a few examples of this.

Among the above, most of these strategies for digital marketing in Japan are also being leveraged by businesses in the US as these are found to be effective strategies for digital marketing. Additionally, the following are just two more strategies that are used in digital marketing in Japan and the US:

Blogging: Much like in the US, blogging is a well-liked content marketing technique in Japan. To share their information, skills, and ideas with their audience through blogs, many companies and people do so.

Podcasting: In Japan, podcasting is a relatively new kind of content marketing, but it is gaining ground. For the purpose of imparting their information, experience, and opinions to their audience, many companies and people produce podcasts nowadays.

Together with the above strategies, businesses incorporate asking for user details online so that they can receive regular newsletters or cold calls from businesses to offer their products and services. Although this can go sideways if not managed properly, following up with customers can actually be a great way to optimize digital marketing in Japan.

Scaling Your Company uses tried-and-tested methods from our own businesses to help increase company exposure, leads, sales, and presence on the internet, one of which is content marketing. You can check out more of the services here and we can also assist with managing and editing your podcast as well.

Creative Agencies for Digital Marketing in Japan

In our Guide to Creative Agencies in Japan, we find that they seamlessly integrate traditional artistry with cutting-edge technology, contributing significantly to the growth of digital marketing in Japan. These agencies are renowned for their unique fusion of traditional artistic values and modern technological prowess, creating captivating and innovative visuals that play a pivotal role in the realm of digital marketing in Japan and its global impact.

Doing B2B Sales in Japan

Building trust is paramount in Japanese B2B relationships, a process that may take time but can lead to long-lasting partnerships, which are pivotal in digital marketing in Japan. Our Guide to Doing B2B Sales in Japan emphasizes that unlike in some markets where deals may be struck quickly, in Japan, building trust is a crucial aspect of B2B relationships.

Crowdfunding in Japan

Crowdfunding in Japan goes beyond just funding; it emphasizes building a supportive community around projects, a concept that aligns with the growing trend of community engagement in digital marketing in Japan. Japanese crowdfunding platforms emphasize community engagement and support for projects, a strategy increasingly utilized in digital marketing in Japan. See our article Crowdfunding Products in Japan: How does it work? To learn how to navigate the Japanese crowdfunding landscape, tap into investor sentiment, and successfully fund your projects.

Unique Challenges and Opportunities in the Japanese Market

For organizations trying to grow, the Japanese market offers both distinctive obstacles and opportunities. Here are some crucial things to remember:

Language and culture: Because the language and culture of Japan are distinctive, companies must make sure that their goods, services, and marketing campaigns are tailored to appeal to Japanese consumers. This may entail changing the messaging, employing suitable language and tone, and introducing cultural allusions.

Payments: Japan has a unique payment landscape, with a strong preference for cash-based transactions despite the country’s advanced technological infrastructure. Therefore, in order to meet the needs of their customers, businesses operating in Japan must deal with this predilection for cash and provide alternative payment methods. Furthermore, credit card usage in Japan has always been low, with many people preferring to make online purchases with their debit cards.

Although PayPal is a well-known global facilitator of digital payments, its presence in Japan is very limited, which makes it less well-liked by Japanese customers. To meet the needs of their Japanese customers, businesses that operate in Japan may need to take into account different payment providers. One such service provider is Stripe, which is well-known in Japan and provides a variety of payment choices, including credit cards, Alipay, and other well-liked digital wallets.

Additionally, clients can pay for internet purchases in cash at a convenience shop or through an online banking system in Japan thanks to a special electronic payment method called “convenience store payments.” Customers who don’t have access to credit cards or who prefer to pay with cash while making purchases online are especially fond of this alternative. Convenience store payments can help businesses in Japan reach a wider consumer base and boost sales by being included in their payment options.

Competition: Japan’s market is fiercely competitive, therefore organizations must be ready to take on well-known Japanese brands. To create brand awareness and get traction in the market, this may need a substantial investment in advertising and digital marketing in Japan. Famous companies like Ebay, UBER, FoodPanda, Walmart, Carrefour, OFO and more have failed in their Japan market entry attempts.

Consumer preferences: When it comes to product design, functionality, and customer service, Japanese consumers have distinctive tastes. To succeed in the market, businesses must be willing to modify their goods and services to suit these preferences.

Distribution and logistics: Japan has a highly developed and effective distribution system, but in order to reach Japanese consumers successfully, firms must be ready to negotiate the complexity of the system. Partnerships with regional distributors or logistics companies may be necessary for this.

Technology adoption: When it comes to technology adoption, Japan is a very advanced market. Companies that can use cutting-edge technology to enhance their goods and services may have a competitive advantage.

Partnerships: One of the important strategies for success in the market may be to form partnerships with Japanese businesses. This can involve collaborations with wholesalers, retailers, and other companies that can aid in the promotion and sale of goods and services.

Seasonal Marketing: Given that Japan has a deeply ingrained awareness of seasonal changes and traditions, seasonal marketing is an essential component of digital marketing in Japan. Utilizing these cultural nuances in marketing initiatives can improve brand connections with consumers and increase revenue. Key components of seasonal marketing in Japan include the following:

  • Seasonal Products and Limited Editions: Because Japanese consumers enjoy limited-edition and seasonal goods, this is a common marketing tactic for companies in a wide range of industries. Consumers are drawn to these exclusive offerings because they generate a sense of urgency and exclusivity that makes them want to check out new and interesting products before they disappear. Companies in the food, beverage, fashion, and cosmetics industries frequently introduce seasonal flavors, colors, or patterns to coincide with particular seasons or customary occasions.
  • Seasonal Festivals and Events: “Hanami” (cherry blossoms viewing), “Obon” (honoring ancestors), and “Setsubun” (seasonal division) are just a few of the many annual traditional events and festivals that take place in Japan. A closer connection with the local audience can be cultivated by brands by utilizing these cultural celebrations to develop promotions, deals, or themed material that are relevant to the event.
  • Seasonal Imagery and Aesthetics: The splendor of nature and the cyclical pattern of the seasons are deeply ingrained in Japanese culture. In order to appeal to the Japanese consumer’s enjoyment of natural beauty, marketers should incorporate seasonal imagery and aesthetics into their marketing materials. Making advertising campaigns physically appealing and culturally relevant, for instance, involves combining seasonal elements like cherry blossoms in the spring, vivid foliage in the fall, and snowscapes in the winter.
  • Gift-Giving Culture: Giving gifts is a significant part of Japanese culture, and there are certain dates and seasons set aside for it, such as “Ochugen” (summer gift-giving) and “Oseibo” (year-end gift-giving). By providing unique gift sets, discounts, or wrapping services during these times, brands can profit from these traditions and make it simpler for customers to partake in the custom.
  • Seasonal Sales and Shopping Events: The New Year’s sales (Hatsu-uri), the Golden Week sales, and the end-of-summer sales are just a few of the seasonal sales events that take place in Japan. In order to draw customers and increase sales, retailers and e-commerce platforms can participate in these events by providing special deals, discounts, and promotions.
  • Need for localization and understanding what works: Localization can be a challenge for businesses that are trying to expand their operations in Japan due to language barriers, cultural differences, and platform differences, to name a few. One good example of a good localization strategy that was executed in Japan is the Starbucks website where they changed the design according to the Japanese market. This is a successful strategy of digital marketing in Japan as it has been effective visually for Japanese consumers.

In conclusion, companies wishing to grow their operations will find that the Japanese market offers both distinct obstacles and opportunities. Businesses can successfully navigate the Japanese market and achieve growth and success by understanding the distinctive language and cultural preferences of Japanese audiences, investing in marketing and advertising, adapting products and services to meet consumer preferences, navigating the distribution and logistics system, leveraging cutting-edge technology, and forming partnerships with local businesses.

Japan’s culture of innovation welcomes new ideas and solutions from foreign businesses, making it an attractive landscape for digital marketing in Japan. Japan is not only a market but also a hub of innovation. Foreign businesses are increasingly welcomed, and their innovative solutions are appreciated by Japanese consumers and industries, creating a favorable environment for digital marketing in Japan. Our Foreigner’s Guide to Entering the Japan Market offers a comprehensive overview of the steps, challenges, and strategies required to make a successful entry. 

Likewise, comprehensive market research is essential. Our article on Market Research in Japan guides you through the intricacies of gathering crucial market insights. Learn how to analyze consumer behavior, identify emerging trends, and assess market competition so you can make informed decisions and tailor your strategies for optimal success in the Japanese market.
The Scaling Japan Podcast offers a valuable opportunity to gain insights directly from entrepreneurs who have navigated the challenges and triumphs of scaling their businesses in Japan. Their experiences extend to the dynamic field of digital marketing in Japan, making it an invaluable resource for those seeking firsthand knowledge in this realm. Tune in to hear firsthand experiences of entrepreneurs who have successfully scaled their businesses in Japan, including valuable insights into the world of digital marketing in Japan.

Digital Marketing Jobs in Japan

digital marketing japan

There are many career prospects for people with experience and competence in the field as the sector for digital marketing in Japan expands quickly. The following are some typical job titles and duties in digital marketing in Japan:

Digital marketing manager: Accountable for creating and carrying out digital marketing initiatives, controlling spending, and monitoring the effectiveness of those programs. Additionally, they can be in charge of a group of digital marketers and collaborate with other divisions to guarantee alignment with overall company objectives.

SEO Specialist: An SEO specialist is in charge of conducting keyword research, optimizing websites and content for search engines, and monitoring search engine results.

Social Media Manager: Managing social media accounts, creating and implementing social media initiatives, and tracking social media performance fall within the purview of the social media manager.

Content Marketer: A content marketer is in charge of formulating and implementing content marketing strategies, producing interesting material, and measuring the effectiveness of that content.

PPC Specialist: In charge of managing and improving pay-per-click marketing programs, doing keyword research, and monitoring campaign effectiveness.

Email Marketer: In charge of designing email templates, implementing email marketing campaigns, and tracking email performance.

Data analyst: Charged with gathering insights from data from various digital marketing campaigns and formulating suggestions based on that information.

There are also opportunities in digital marketing consulting, sales, and company development in addition to the above particular job titles.

Fluency in Japanese is frequently necessary, as well as knowledge of Japanese corporate culture and consumer preferences to succeed in digital marketing jobs in Japan. Working knowledge of Japanese social media platforms like LINE is also advantageous. The sector of digital marketing in Japan is expanding and offers a range of intriguing work prospects for those with the necessary qualifications and expertise.

To know more, Asama Toyozawa wrote a comprehensive article on BFF Tokyo about Marketing Jobs in Japan for Foreigners. It is also good to note that there are some English-only positions available because of the tourism industry. The Japan Tourism Agency reports that the number of international tourists visiting Japan has been rising steadily in recent years, reaching a new high in January 2023 with about 1,497,300. There are also some positions at Japanese schools, real estate, and marketing agencies that help Japanese companies sell overseas.

Digital Marketing Agencies in Japan

There are numerous digital marketing agencies in Japan, from major international firms to smaller regional firms. Here are a few prominent digital marketing agencies that you can consult for your digital marketing in Japan:

Dentsu: One of the biggest advertising agencies in digital marketing in Japan, offering a variety of services such as social media marketing, analytics, and SEO.

CyberAgent: Mobile advertising, social media, and performance marketing are the main areas of focus for the Japanese digital marketing company CyberAgent.

iProspect Japan: SEO, paid search, social media, and content marketing are the areas of expertise of iProspect Japan, a multinational digital marketing firm with a presence in Japan.

Vector is an agency for digital marketing in Japan that specializes in data-driven marketing techniques like SEO, PPC, and web analytics.

Adinnovation: A digital marketing company with offices in Tokyo that focuses on social media, influencer marketing, and content marketing.

GrowthHackers Tokyo is a digital marketing firm that specializes in growth hacking and data-driven marketing through the use of social media, PPC, and SEO.

Interspace is a digital marketing firm with a focus on mobile advertising, particularly in-app advertising, and mobile video commercials.

Opt is a Tokyo-based digital marketing firm that specializes in performance marketing, including SEO, PPC, and analytics.

Hashi Media is a Tokyo, Japan-based digital marketing company. They are experts in website development, social media marketing, influencer marketing, content generation, and SEO.

Humble Bunny offers services such as web design, coding, SEO, pay-per-click ads, and other services focused on optimizing the client’s website and digital presence to catalyze growth for the company using digital marketing in Japan.

Zo Digital is a digital marketing company that specializes in SEO, PPC advertising, website optimization, and web analytics.

Enjin Media K.K. focuses on marketing using social media and videos, mainly in the automobile industry. They maximize the attractiveness of the customer’s beautiful and thoughtful car and capture it in photos and videos.

Scaling Your Company is a marketing agency that helps companies increase their business from 2x-3x by utilizing effective marketing strategies that provide long-term results. Services that we offer include the following:

  • Google Maps & Google Business
  • Google Search
  • Simple websites that convert
  • Content Marketing

Interested companies can book a free 60-minute consultation with our specialist, Chris Chow, to learn more about the services and how we can tailor the needs of your business. You can also check case studies about the results of the agency’s services here.

Businesses should conduct their research and select an agency that fits their unique needs and objectives because these organizations provide a variety of services and specialties. Working with a firm that has expertise working with international clients might be useful as it’s crucial to take into account linguistic and cultural limitations while working with digital marketing agencies in Japan.

In today’s digital age, a reliable digital marketing agency can make or break your brand’s online presence. If you’re in search of the perfect partner, our tips on How to Find the Right Digital Marketing Agency in Japan will take you through the crucial factors to consider when selecting a digital marketing agency, from assessing their track record to aligning their services with your business objectives.

Case Studies: Successful Digital Marketing Campaigns in Japan

Here are some successful digital marketing campaigns that have taken place in Japan:

Kit Kat Japan’s limited-edition “Sublime Volcanic Kit Kat” flavor was promoted through a number of digital marketing platforms, including social media, influencer marketing, and a dedicated website. In order to give customers an engaging experience, they also used augmented reality (AR) technology to let them digitally “erupt” a chocolate bar like a volcano. With the limited-edition flavor selling out in just two days, the campaign was a big success and one of the best examples of a well-utilized strategy for digital marketing in Japan.

The “Samurai Night Live” video series was produced by Airbnb Japan and featured well-known Japanese comedians who served as “Samurai hosts” for Airbnb experiences. They promoted the films and the experiences through social media, such as Instagram, Twitter, and LINE. With over 1 million YouTube views and a considerable rise in reservations for the advertised experiences, the campaign was a success in digital marketing in Japan.

McDonald’s Japan – “Fry Thief”: To advertise their new mobile app, McDonald’s Japan developed the interactive game “Fry Thief.” Users could participate in the game to earn free fry vouchers and other prizes. They promoted the game through social media and influencer marketing, and it was a big hit, resulting in over 1.7 million app downloads and a large rise in revenue for McDonald’s Japan.

Uniqlo Japan – “Uniqlo Parka: The Art and Science of LifeWear”: Uniqlo Japan developed an interactive website named “Uniqlo Parka” that allowed visitors to examine the characteristics of their well-liked parka jackets. With over 1.2 million visitors and a notable rise in parka jacket sales, the website was successfully promoted via social media and influencer marketing.

These effective strategies in digital marketing in Japan show how crucial it is to reach and engage Japanese consumers by utilizing a range of digital channels and including interactive and engaging aspects.

Key Takeaways and Future Trends

Japan cherry blossom

Here are some key takeaways and future trends to keep in mind for digital marketing in Japan:

Cultural awareness is essential: Any company hoping to flourish in the Japanese market must comprehend and respect Japanese culture. To engage with Japanese consumers effectively, initiatives for digital marketing in Japan need to take cultural quirks into account and be localized.

Mobile-first approach: Since mobile devices account for the vast majority of internet usage in Japan, efforts in digital marketing in Japan must adopt a mobile-first strategy. This includes developing material that is suitable for mobile reading, using messaging apps, and maintaining a mobile-friendly website. Based on our experience creating and managing websites for clients, around 70% – 85% of views come from mobile devices for B2C brands and for B2B clients in Japan 20% – 45% mobile.

Video content is king: As video content’s popularity soars in Japan, businesses should take advantage of this development by including video in their digital marketing plans. Using live streaming, producing educational and amusing films for social media, and including videos in email marketing are some examples of how to do this.

Personalization and customization: Japanese consumers value tailored experiences, therefore businesses should capitalize on this trend by using data to target their digital marketing campaigns at specific customers. This can involve tailored website interfaces, social media ad campaigns, and email marketing.

The continued growth of e-commerce: E-commerce is projected to keep expanding in the future in Japan, where it has been on the increase recently. Businesses should spend money on e-commerce platforms and develop digital marketing plans aimed at increasing online sales.

Businesses may successfully traverse the landscape of digital marketing in Japan and succeed in the Japanese market by keeping these important insights and emerging trends in mind.

At Scaling Your Company, our team is dedicated to helping more businesses 2x-3x their operations and expand their reach in Japan. We deliver marketing services that get results. You can check our services here.

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