It was only in 2019 that ad spend for digital marketing caught up with that of traditional TV marketing in Japan. But especially since 2020, digital marketing in Japan has taken off and has become an integral part of any good marketing strategy for those looking to break into the Japanese market. Just like when it comes to traditional marketing, digital media marketing has its own specifics in Japan compared to other countries. Depending on which audiences you want to reach, it takes in-depth research to figure out how to set up an effective digital media marketing strategy for Japan. Let us help you on your way!

Digital Marketing Media in Japan

There are multiple ways to reach your desired audience in Japan, and a good marketing mix may use one or more of these media channels. Deciding which media you’d like to use for your campaign is one of the first actions you will take in order to create a successful digital marketing strategy. Let’s see which digital marketing channels can be used in Japan:

1. Owned media (website): a company’s own website is its shop front, and an optimized, user-friendly website that invites potential customers to inquire is one of its best assets.
2. Search advertising: paid advertisements in Google and other search engines are a great way to reach a large audience for a relatively low price.
3. Social media management and advertising: managing your social media channels the right way for Japan will open up a new world for you. Advertising on social media also needs a tailored approach.
4. Video advertising: we are mentioning video advertising separately regardless of the platform used because it is fast becoming an important part of almost any marketing strategy. Since 2020, video advertising has gained momentum and it is only growing with its popularity boosted by social media’s greats like YouTube, Facebook, Instagram, and TikTok

Let’s have a closer look at what’s most important for each form of digital marketing if you’re looking to enter the Japanese market.

Japanese Localization for your Website

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The first thing you should get in order when you are trying to enter the Japanese market or improve your visibility in Japan is your brand’s or company’s website. You may already have a great website, but if you are looking to enter the Japanese market, using the same website you use in another country just won’t do. Of course, the first hurdle is the language. In many cases you will need to have your website translated to Japanese by a native Japanese speaker with an excellent command of English so nothing gets lost in translation.

But Japanese localization is more than simply translating all text. It is also about all text making sense in the cultural context as well. For example, if on your ‘about us’ page you are explaining what you do with a cultural reference that is mainly understood by an American audience, you are going to want to replace that reference with a Japanese equivalent. In order to get this right, you will need people who are completely fluent in both your own and Japanese culture.

Paid Search Advertising

Why would you pay for advertising if people can also find your website as long as its SEO is good? 15 years ago, for almost any subject it was good enough to have a strong SEO strategy in order to be found on search engines. Nowadays, many subjects have become a lot more saturated than they were, meaning that it has become more difficult to rank on the first or even second page of Google for any keyword. While SEO should still be your number one strategy for being found through search engines, doing it in combination with a strong paid search advertising campaign can truly give you a headstart. Of course, because of limited space every word and image in this type of ad counts heavily, and it’s important to get it right for the customers you want to reach. A paid search ad is also a good start for driving traffic to your website, giving it a boost in SEO ranking in return especially if people click through on your site.

Social Media Management

Social media (new: social media in Japan : a beginner’s guide) will likely play a large role in your marketing strategy when you are trying to enter the Japanese market. Therefore, it is of paramount importance to manage your social media in an efficient and culturally appropriate way. Social media management includes having a company page on different social media channels, advertising on social media, interaction with (potential) customers in their language, and keeping an eye on competitors’ social media. It is also important to research how people are talking about your brand on social media, called ‘social listening’. Social media are just as popular in Japan as in most of the rest of the world, however, it is good to note that there are some notable differences in how social media are used in Japan.

Digital Marketing and Video Advertising in Japan

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While videos used to be mainly the domain of TV advertising, it is fast becoming one of the most popular ways to reach your target audience online. Especially younger audiences’ attention is easily grabbed by video content, and you can tell your brand’s story in a visually attractive way. Just like in the rest of the world, younger audiences in Japan also favor shorter videos over longer ones. Creating compelling commercial videos is an art and requires preparation, which could be challenging if you’re not in Japan. Hiring someone on the ground with a good local network can greatly help you here.

Your Digital Media Partner in Japan

Hashi Media is Japan’s go-to content marketing and social media company. If you are planning on entering the Japanese market and don’t know where to start, we’ve got you covered.

• Content creation
• Social media management
• Digital marketing strategy
• Brand localization

If you enjoyed what you read today and found it valuable, contact us today and let’s talk about your project.