MOBILE MARKETING IN JAPAN.
Mobile marketing is growing significantly around the world.
Only from 2014 to 2015 there is an estimated increase of more than 60% of spending on mobile advertising and by 2018 mobile ads are expected to reach 22% of all worldwide advertising.
The world biggest web population is in Asia. It is growing very fast and it surpasses by large the American and European market combined.
Almost half of all internet users are found in the Asia Pacific region as well as half of all smartphone customers.
The Japanese mobile market is one of the biggest worldwide, making it very attractive.
Today iPhone and Androids are the dominant devices used.
Japanese sales are unparalleled on the android market. It is bigger than the US and Korean markets combined together.
Japan is one of the chief mobile advertising markets in the world after the United States and China.
It has one of the biggest mobile application market in returns.
Almost 50% of the Japanese people (63 million) play mobile games. They have the highest ARPPU in the world (Average Revenue Per Paying User) spending an average of 50 US dollars monthly.
The mobile game market in Japan is one of the oldest therefore it is the most mature internationally and it is expected to grow to over US8 billion in 2016.
These days marketing campaign for mobile games dominate most of the standard publicity offline, like subways floors or ceilings and even the most famous Shinjuku district in Tokyo, to name just a few.
The benefit of advertising mobile games offline are many.
For example customers can choose to instantly download the game to their mobile devices and start to play straight away.
Nowadays an interesting mobile game promotion was done by giving advices on how to be more successful at playing a game instead of only promoting the product. This was a technique that was quite effective.
(This trend might soon be followed by other countries around the world.)
Every day the speed of internet is growing, online shopping and photo and video sharing is increasing.
Japan was one of the first countries to use internet on their mobile and most Japanese social networks have been developed from the beginning for mobile.
The biggest social network of Japan (Line) has over 500 million users, and 67% use this application daily.
Nevertheless, it is interesting to see that only two foreign luxury brands-Ralph Lauren and Christian Dior successfully use this application in their marketing strategy in the beginning of the year 2015.
As most people in Japan use their smartphones it is very important that all brand will create a mobile version that is responsive to mobiles.
Almost all marketing development nowadays should include a mobile-first strategy as more and more people are browsing via a mobile device.
Japanese people use their mobile devices daily for multiple reasons. (QR codes, offline payment (e-wallet), mobile digital TV, mobile health terminal, commuters pass in public transportation and mobile social gaming, etc.)
It is worthwhile noting that already in 2007 Cyber University in Japan started their first mobile optimized course with videos, audios and materials integrated in application for i Phones and iPad.
As can be seen mobiles marketing in Japan is a platform for several marketing strategies.
By using the Mobile Mind Shift Index tool one can assess customer’s mobile intensity, expectation and behaviors.
Using the 3 following components:
- “The Mobile Intensity Score determines if it is appropriate to connect with customers.”
- “The Mobile Expectation Score determines the urgency to create mobile applications.”
- “The Mobile Behavior Score determines which type of features people are ready for.”
Also ad re-targeting marketing strategy should be used more and more.
By using browser cookies to track the websites that mobile device users just visited, products and services that customers viewed will be shown again in commercials, later on while they will be looking at different sites.
In these situation marketing metrics as well as data management will be unquestionably crucial in mobile marketing in Japan.
To learn more about mobile marketing in Japan why don’t you visit the 9 Web& Mobile Marketing Expo 2015 that will be held in Tokyo Japan this coming May?
There you will find the latest news on mobile marketing in Japan as well as its newest IT technologies and latest applications available.
For more information on this fair click the following link: