A few weeks ago, I was reading this report by the marketing automation service Kylavio on how the recent iOS 14 update has adversely affected the efficacy of Facebook ads.
Unfortunately, many international companies wrongly enter the local market without a proper plan or a PR agency in Japan to help guide them. Over the years, Kyodo PR has helped many multinationals launch into Japan and we’ve distilled our many years of learnings into this set of golden rules.
The Japanese media landscape is well… a bit different to say the least. Of all the things I do at this PR agency in Japan, perhaps nothing is harder than trying to get foreign communication managers to understand the many local discrepancies.
“This can’t be right! There’s no way that it’s THAT high…” I thought to myself while rubbing the sleep out of my eyes. The ROAS score (short for return on ad spend for those not in the know) on my screen was reading 18.72.
Over the years, I cannot count the times that I’ve been asked to accumulate followers online for a client at this PR agency in Japan with absolutely no budget for growth.
As everyone likely already knows, Instagram recently made the decision to hide likes all across the globe. After testing the change in various markets (including Japan), the Facebook owned app has finally started concealing numbers in all regions.
While it’s true that all things in Japan are becoming more and more digital, the average Japanese person still puts a lot of trust in the brand name of legacy media outlets (even when those articles appear online).
One of the interesting quirks about the local media market here in Japan is how traditional outlets like printed newspapers and terrestrial TV programs have managed to survive.
Like with just about everywhere else on the planet, influencer marketing is all the rage over here and it’s a play we regularly use at this PR agency in Japan.