Omnichannel Marketing in Japan

The late but rapid rise of e-commerce has caused many predicting the slow decline of traditional bricks and mortar stores across Japan.

This rise of ecommerce is set to continue, with JapanConsuming, an online publication devoted to the Japanese retail industry, predicting that the percentage of retail sales will rise from 9% to 23% by 20231.
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The Korean Online Market

There were 40,329,000 Internet users in Korea in 2012, which comprises 80% of the Korean population. This puts Korea in the top tier of Asian countries with a high level of Internet usage. Korea also has a very high rate of broadband use, which even surpasses the rate in countries like Japan and America.
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The Chinese Online Market

    Reference
Population 1,354,000,000 IMF-World Economic Outlook Database 2012
Internet population 538,000,000 CNNIC 2012
Internet use 39.9%
Scale of online advertising market 8.11 billion USD  China Internet Watch 2011
  • 90% of Chinese Internet users’ monthly income is under 5,000 RMB (790 USD) (CNNIC).
  • 4% of Internet users access the Internet via PC, while 69.3% prefer mobile (CNNIC).
  • Approximately 700 million Chinese (52% of the population) will be added to the online community by 2016 ( eMarketer).
  • In China, approximately 10 million people become part of the online community each month (We Are Social).
  • 5% of Internet users in China live in metropolitan areas (CNNIC).
  • 2% of Internet users in China access it at Internet cafes (CNNIC).
  • Chinese Internet users spend an average of 18.7 hours online per week (CNNIC).
  • 415,000,000 Chinese (77% of the Internet community) chat online (CNNIC).
  • 465,000,000 Chinese (86% of the Internet community) watch videos online ( China Internet Watch).
  • 63% of Internet users play online games (CNNIC).
  • Chinese aged 18-27 make up the largest group of Internet users. They spend an average of 5 hours online daily ( We Are Social).
  • In China, approximately 10,000 searches are performed on search engines every second (We Are Social).
  • The search engine marketing industry grew 3 billion USD from 2010 to 2011 (iResearch).
  • 61% of online shoppers ask for recommendations from friends or family before they make a purchase.
  • In 2011, the value of the Chinese e-commerce market was 1.1 trillion USD (iResearch).
  • The results of a survey of the most trustworthy sites in China were (1st) Amazon.cn, (2nd) 360 buy, and (3rd) Tmall (DCCI).
  • 319,000,000 Chinese (59% of Internet users) have their own blog (CNNIC).
  • Sina Weibo, the largest Chinese social networking service (SNS,) has 300,000,000 users, and 100,000,000 articles are posted online each day (CNNIC).
  • Due to Chinese government regulations, Facebook, Twitter, and YouTube are inaccessible in China.

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A Global View of SEM

World Advertising Expenditure by Medium

According to a 2012 Nielsen study, there was a 12.1% change in online advertisement spending when compared to 2011, which made it the only advertising form that surpassed 10% growth.

Digging deeper and looking at the numbers by region, the Middle East and Africa increased by 35.2%, South America by 31.8%, and the European Union by 12.1%. While Africa and South America’s overall expenditure is still at a relatively small scale, the two regions saw significant increases in online advertising budgets.

This and other data shows that in almost every continent Internet marketing is becoming an ever more indispensable form of advertising. Continue reading “A Global View of SEM”

Multilingual Online Marketing Fundamentals

If you are thinking about starting a multilingual SEM campaign, you will need to prepare yourself much more than you would for any domestic marketing campaign you’ve done.

Everything from technical SEM to the process of keyword selection and copywriting needs to be considered within the framework of the new country in which you will be marketing.

In this chapter, I will go over the essential points to remember when conducting multilingual SEM so that you can start your venture off on the right path. Continue reading “Multilingual Online Marketing Fundamentals”

Why Asia?

Did you know nearly half of the world’s Internet users reside in Asia?

That’s right: 49.8% of the planet’s online community is in Asia. Numerous companies are increasing their investments in Asian economies, and it’s not just large corporations, but small and mid-sized businesses, too.

In fact, it is becoming much more common to see Western companies with Asian language websites.

By having an Asian language website, companies are able to market their business online in Asia via various channels, one of which is search engine marketing (SEM).

SEM is a popular, global form of online marketing that many Western companies have started utilizing as a means of reaching customers in Asia. Continue reading “Why Asia?”