Japanese Millennials and the Growth of the Digital Market in Japan

When it comes to marketing, millennials are a generation that should definitely not be ignored. As one of the largest generations worldwide, they are expected to overtake the baby boomers in numbers by mid-2019.

In Japan, the ‘Yutori’ (millennial) generation is considered to be those born after 1987 and before 1997 give or take. Between 2017 and 2018 alone, millennials globally were estimated to spend more than $200 billion and they are expected to spend approximately $10 trillion in their lifetimes.

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The social media evolution and prediction for Japan

The social media landscape in Japan is extremely diverse, ranging from business-orientated apps to recreational and socializing applications that facilitate vast audiences globally.

Japanese social media has somewhat changed over the past couple of years and continues to do so.

This dynamic movement in technological advances has led to the rise of the digital era, also understood to be ‘The Chaos Theory’.

This theory emphasizes the evolution, unpredictability and nonlinear nature of the digital world we live in.

In order to acclimatize and adapt to this digital evolution, we need to consider the various platforms that these applications operate on.

The most utilized social media platforms in the Japanese industry are Facebook, Twitter, Instagram and Line.

In order to utilize these platforms effectively, you need to understand the nature thereof.

Thus when one considers the relevancy and effectiveness of these online spaces in the industry, their statistics indicated their reason for being.

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A Brief Look at Influencer Marketing in the West

5 general facets most campaigns have

We have already covered influencer marketing a few times in our blog.

This time, following up on our previous post about Asia, we will be covering what’s happening in the West.

In recent years, influencer marketing in the West has become quite standardized, meaning marketers have refined their processes of running campaigns.

You could say that there are generally 5 major steps in the way they are executed:

・Planning a marketing campaign.
・Choosing an influencer and sending a request to work together.
・Automating work for efficiency.
・Measuring campaign effects.
・Adjusting according to campaign results and optimizing for the next one.

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How to Approach Influencer Marketing in Asia

In Asia, influencers can’t be ignored

In our previous post, “Is it Time to Start Thinking about Influencer Marketing?”, we talked about how influencers are often used in marketing campaigns in modern countries like the U.S..

However, in Asia too, bloggers, Youtubers, and other influencers are becoming more and more common.

While nearly every country in Asia is seeing a rise in influencer marketing, in this article we are only looking at the countries of China, Korea, Taiwan, Thailand, and Indonesia.

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Is it Time to Start Thinking about Influencer Marketing?

What’s influencer marketing and why is it so effective?

The term “influencer” originates from the word “influence” and indicates someone who makes a large impact on the general public or on specific communities.

Marketing that utilizes influencers is called “influencer marketing.”

In this post, we will discuss various aspects of influencer marketing and provide recommendations on how to do it.

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