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Facts and Figures |
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Economy |
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Section 2 |
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Direct Marketing |
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Lists and Data |
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LisLanguage and Cultural features |
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| Section 3 | |
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Association References |
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Consumer Privacy - Data Protection Regulations |
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Helping International Direct Marketers Succeed |
Japan is considered one of the most sophisticated, highly educated and affluent markets in the world. However tempting, to succeed in Japan, direct marketing campaigns should be thoroughly conceived, thoughtfully planned and carefully executed. Many US direct marketers got their first taste of marketing to Japan in the late eighties and early 1990’s. Response rates were substantially greater than expected. Although costs were high, direct marketing earnings remained strong as long as favorable exchange rates continued. Japan’s direct marketing activities experienced a downturn in the late 1990’s to early 2003. During this time, many marketers suspended or reduced their marketing efforts in Japan. Today’s current DM market environment is strong and healthy with viable opportunities for profitable, sustainable direct marketing growth. Sophisticated marketers with realistic campaign and investment goals will find Japan consumers and businesses to be a highly motivated, loyal and response oriented market.
Japan appears to have a very well developed list and list services industry. It’s “infrastructure” however, is often described by unaware foreign marketers as somewhat tricky and very expensive. For many years Japan lists and data suffered from serious credibility problems caused by rumors, real or imagined of file thefts, poor data management, unauthorized usage and competitor sabotage. Today, the credibility of Japan’s list and data industry has experienced a dramatic turn-around largely due to the continuing efforts of Japan’s leading list/data houses such as AWKK working in tandem with Japan’s direct marketing associations. As in any country, foreign marketers should always work with a well-known list/data house or broker with ten or more years experience in a given country. Highlights of Japan’s list and data services are below; • The list brokering business does not exist in Japan as it is known in the US and Europe. • Many foreign marketers use US based list brokers who specialize in Japan consumer and business lists. One such example is ACTON International (Internet ADDRESS). • Recency/frequency data is available on some lists. • Income level and purchase data, considered by the Japanese to be very private and personal, is rarely if ever available. • Age, family size, education and other popular selections is available from some of the larger more sophisticated data houses such as AWKK. • Opt-out and deceased files are readily available from well-respected list houses. • Advanced list cleaning and address standardization for Kanji-based data files is available from a select number of list/data houses. Use a list broker who is aware of these services. • Japan census demographics, phone numbers are available from select list/data houses. • Mosaic/Japan Data clusters were introduced in Japan in 2005. This advanced data product offers 50 unique Japan types and 219 Japan sub-segments. Mosaic/Japan is an exclusive product developed by Experian/UK, ACTON International and AWKK. Mosaic Japan web site: http://www.mosaicjapan.com/
Language and Cultural Features Brand and Value… Japan consumers and businesses have historically been characterized as very brand conscious. However, in the past decade, research shows that Japan’s brand-focus has been substantially eroded due in part to product globalization, e-culture offerings, growth of small, independent entrepreneurs who deliver unique, high value, low-cost products/services as well as, availability of mass-discount stores such as Target and Wal-Mart Simply put, today’s Japan buyers are becoming increasingly value conscious, in search of unique looks, customized services and a new mix of price, quality and service. Service Requirements… Those companies doing well in Japan cite the ability to deliver exceptionally high levels of quality and customer service as a crucial element in their success. Language … Much has been said about the English speaking/writing abilities of consumers in Japan. If this is true, please consider the following… • The Japan marketing landscape is littered with well-designed, perfectly executed campaigns that were dismal failures. • Each of these failures had one shared characteristic… they were all executed in English! Simply put, if you are investing in the Japan market, then you must also invest in the language they speak, read and live by every day. Communicate in Nihongo using Japan’s Kanji based alphabet.
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| Section 1 | Section 2 | Section 3 |