7 In-Depth Articles to Boost Your Marketing Moves in Japan 

7 In-Depth Articles to Boost Your Marketing Moves in Japan 

There are many ways in which marketing in Japan—to Japanese—differs from other markets. 

With a low English adoption rate, the language barrier means that finding effective marketing strategies for Japan, shared by Japanese marketers, often requires at least a basic level of Japanese ability. 

Other challenges include understanding Japan's market segmentation, marketing on the right social media platform for your audience, and the cultural differences between advertisements in Japan vs. advertising in the West. 

Knowing the areas of knowledge to master is crucial to moving in the right direction. 

To help you develop the strategic instincts of marketing masters in Japan, we're introducing our first TokyoMate article roundup, featuring our best resources on marketing topics. 

Bookmark this page for your future reference or share it with a friend or colleague looking to grow their business in Japan

1. Market Segmentation in Japan: How to Identify Your Ideal Customer

Market Segmentation in Japan: How to Identify Your Ideal Customer

Who should you be selling to in Japan? A mismatch or misunderstanding of your target market in Japan could be holding you back from clinching sales. 

In a study published by the Nomura Research Institute (NRI), titled "Perspectives on consumer behavior from a generational analysis, (trans. title)," NRI examines Japan's unique generational consumer profiles, their interests, and keys to each generation, based on a survey of 10,065 respondents ranging from 15 to 79 years old.   

Here's our summary of NRI's generational analysis to get you started in finding your ideal customer. Learn more


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2. How to Do Market Research Like a Japanese

How to Do Market Research Like a Japanese

In the English-speaking world, a simple Google search will deliver to you the data you need. But in Japan, where you'll need to know the specific Japanese term to get any results, you might do better by building your own directory of relevant sites that you check regularly. 

To help you with that, here are the sites that Japanese research specialists and executives use when conducting market research for their industries. 

Bookmark this page for quick access to the information you need to make your next move. Learn more

3. Social Media and Japanese Consumers: The Latest Statistics Are Here

Social Media and Japanese Consumers: The Latest Statistics Are Here

What social media posts prompt in-store visits? Which social media platforms did the best at converting users to make first-time purchases? 

Allied Architects Association surveyed 2,900 Internet users on the behaviors that triggered online purchases and other interactions with company accounts in 2020. 

Some of the survey results match patterns similar to those in the US. Yet, certain social media and Japanese consumer behavior statistics might surprise you. Learn more

4. Celebs, High-Context, and the Wild World of Japanese Ads

Celebs, High-Context, and the Wild World of Japanese Ads

Japanese ad strategy—what the heck is going on? A survey with 800 respondents from Tokyo (400) and Osaka (400) conducted by KK ASMARQ (2020) reveals just how much consumers in the two metropolitan cities want to see celebrities in their ads.

When asked what they would like to see in an advertisement, celebrities took first place (Tokyo 44.3%, Osaka 47.0%), beautiful scenery came second (Tokyo 32.8%, Osaka 29.8%), and animals third (Tokyo 27.8%, Osaka 28.0%).

Is there a strategy at play? We take a look. Learn more

5. 3 Mindsets that Influence Your Japanese Customers

 3 Mindsets that Influence Your Japanese Customers

When your Japanese customers encounter your product or service, what mindsets prompt them to either make a purchase or turn away? 

Japanese households' financial assets hit a record high of 1,901 trillion yen in 2020. And Japan has held top spots on global savings lists for many years. 

If there's a key to unlocking Japan's penny-pinching tendencies, what is it? 

In this article we discuss mindsets that—to some extent or another—play a role in influencing many of your Japanese customers' purchasing decisions, which you should understand before crafting your next marketing campaign. Learn more

6. Japan's Advertising Laws, Grey Zones, and What You Ought to Know

Japan's Advertising Laws, Grey Zones, and What You Ought to Know

Understanding cultural differences in advertising is imperative in getting your marketing just right. 

But there's even more for business owners to think about: insufficient knowledge of Japan's advertising laws may result in unwanted legal attention. 

From over-enthusiastic superlatives to unsubstantiated food claims, here are 6 points culled from relevant acts and regulations you'll want to know about as you create ads and sales copy for your business in Japan. Learn more

7. Japanese Marketing Campaigns & Strategy You'll Want to Copy from April to June

Japanese Marketing Campaigns & Strategy You'll Want to Copy

Start planning now. A well-planned, well-executed campaign in conjunction with a widely celebrated special day could give your business exposure to Japanese audiences who haven't yet heard of you.

As we discussed previously, Japanese are chronic savers but are willing to spend to mark an occasion. 

Online shops, restaurants, and malls throughout Japan know this Japanese consumer mindset, which is why they spring to action well in advance of each month's national holiday or other nationally observed annual event or occasion. 

This article covers case studies of successful Japanese marketing campaigns and strategies for Golden Week, Children's Day, and more, which might spark ideas for what you can do to boost sales and grow brand recognition, too. Learn how to get your business in front of Japanese audiences who haven't yet heard of you. Learn more

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