Digital Content Focus For Brands In Japan From 2014
Nov 26, 2013

26 November 2013 – When it comes to online population, or Internet penetration (80%), Japan is world’s no. 4 (after UK, Germany, France) and Asia’s no. 1. (1)

About 80 percent of Japan’s web users visit blogs and contribute to them -- again, one of the highest such figures in the world.(2) As more readers are move from offline to online, organizations and brands are recognizing the need to shift their focus away from traditional media in their communication strategies.

Home to the world’s top two newspapers Yomiuri Shimbun and Asahi Shimbun, Japan was ranked top Advertising Market in Asia for 2012(3). Despite that, Japan is facing risk of declining budgets for traditional media advertising. According to “Macro & Media Trends in Asia Pacific”, newspapers will continue to lose market share across Asia and more resources will be allocated to online channels.

Norihiko Takahiro, a mover in Japan’s digital marketing scene and former Google Japan employee said, “It is now a challenge for marketers and communications practitioners to rethink PR, and also leverage on digital solutions to enhance sales and branding in a efficient way.”

A best-selling digital marketing author on Amazon, Norihiko-san is also co-founder of Japan’s first inbound marketing agency, Marketing Engine. On 25 November 2013, the advocate for creative content marketing inked a partnership with Mynewsdesk to boost international exposure for brands in the domestic market. Marketing Engine is first to partner with Mynewsdesk in Japan.

Businesses looking for a share of the pie in the world’s third largest economy can now tap on Mynewsdesk’s Japanese-language interface. Via an easy-to-use white-labelled newsroom, brands can own a Japanese news media hub, which will also enable them to monitor industry topics and engage influencers.

Peter Ingman, CEO, Mynewsdesk foresees the future of communication in Japan evolving from the tradition of sending press releases. He said, “Content marketing and influencers engagement will soon take centre-stage, complimenting sales efforts and reputation management.”

The Japanese language interface is the latest addition to Mynewsdesk’s multi-lauguage and multi-markets newsrooms service. This is on top of 10 other Asian & European languages available: Mandarin Chinese (Simplified), Bahasa Indonesia, English, German, Dutch, French, Danish, Finnish, Norwegian and Swedish. A trial is available here.
To know more, please download the product factsheet attached below or here

(2) Daizo Nishitani, president of comScore Japan KK
(3) Media Partners Asia

About Norihiko Takahiro, CEO / Co-Founder, Marketing Engine
CEO & Co-Founder of Marketing Engine, Inc., the first inbound marketing agency in Japan and the third Platinum Tier Partner of HubSpot in worldwide. He is also CEO of Sukedachi, Inc., a creative strategy and planning agency. Having served at Japan’s largest agencies Hakuhodo and Dentsu, and Google Japan, Nori holds a wealth of marketing expertise for B2B and B2C clients. He is the author of book: “Inbound Marketing”, "Next Generation of Communication Planning", and co-author of "Facebook Impact", "Web Designing Strategy", "Next Generation of Advertising Technology”, and "Sociology of Mobile Media".

Mynewsdesk - Tell Your Story
Mynewsdesk is the world’s leading all-in-one brand newsroom and multimedia PR platform. Over 5,000 brands as diverse as Sharp, Costa Coffee, Mitsubishi, Volkswagen, Canon, UNICEF, Changi Airport and Singapore Airlines use their Mynewsdesk newsrooms to publish and distribute their content, achieve greater visibility across search and social media, connect with key influencers, and tell their stories.

Mariko Fukui

Julia Tan
Marketing Communications Manager - Asia