In our previous post, we gave an overview explaining the basic principles of Phygital Marketing—the strategy of blending offline and digital marketing. In today’s post, we’re going to dig a little deeper into specifics. For this, we’ll discuss two specific channels that, together, have proven invaluable to Japanese marketing: Out-of-Home (OOH) advertising and social media.
In This Article
OOH is Here to Stay in Japan
Japan has undergone a digital transformation that has changed the fabric of society in many ways. However, some traditional norms have managed to remain firmly entrenched in the culture. Out-of-Home advertising is one of these old methods that continues to endure.
Why is this? Firstly, Japan sees substantial foot traffic from pedestrians, bicyclists and train commuters. It’s the perfect scenario for placing billboards and train ads at every turn. This is especially true for dense urban centers like Tokyo and Osaka, which rank among the highest in the world for ad impressions per square meter.
Secondly, and just as important, tangibility conveys reliability among Japan’s very cautious consumer population. Anyone can post an ad online, but seeing one IRL almost immediately validates a brands credibility here.
How to Implement Social Media Effectively
OOH marketing has traditionally been a brand awareness play. Most brands are looking for exposure, and don’t look very far beyond that. Perhaps it’s because actions taken after impression couldn’t be properly measured or attributed.
With many new tools at our disposal, however, the customer journey can now extend from the billboard to the digital sphere.
Best Practices for Connecting OOH and Social Media
Let’s go over some of those tools and web features to discover the best ways to marry the two channels for a smooth path to conversion.
- QR Codes – QR proliferation saw a resurgence in the West during the pandemic, but has been a mainstay in Japan for many years. A technology seen as efficient and trustworthy, Japanese consumers are very comfortable with QR codes. Better yet, implementation is a breeze. Simply place a QR code within a banner or on a billboard, where scanning leads users to a landing page or coupon.
- Hashtag Campaigns – Encourage organic, real-world participation at physical Japanese locations paired with catchy hashtags that mobilize your consumer base and expand your online exposure. As Japan is X/Twitter’s second-largest user base behind the US, a hashtag campaign can be highly effective.
- LINE Integration – LINE is the lifeblood of Japanese social media. This makes it the country’s most powerful social marketing platform. Place ads strategically around Japan with codes that allow users to “add a friend” (essentially follow you). Rewarding new followers with points and coupons keeps them engaged.
- Outdoor Programmatic – Many trains in Japanese metropolitan areas are being “futurized” with digital screens. These are beginning to steal attention from the print ads nearby. Your best bet is to invest in an effective ad spot that clearly communicates where viewers can find you online after they watch.
Quick Notes on How to Do OOH Marketing Properly
You’ll be entering a market and culture far different from your home country’s norms. Keep these in mind when crafting your ad messaging.
Balance Visuals
You want your ads to be exciting, and Japanese consumers want to get excited. Gain a deep understanding of Japanese sensibilities and how they respond to visuals. As a pro-tip, avoid anything loud or chaotic. It’s disorienting and off-putting to Japanese audiences.
Opt for Subtlety Over Shock Value
Just as Japanese consumers are turned off by aggressive visuals, they’re also averse to messaging that reeks of sensationalism. As you better understand the Japanese consumer mindset, aim for emotionally resonant messaging in line with their cultural sensibilities.
OOH Advertising & Social Media: An ICJ Specialty
As everything is becoming digitized in a sense, it’s time to coordinate your online and offline advertising in Japan seamlessly. Our team at ICJ has access to premium OOH advertising placements in high-traffic areas. From train station displays to large digital billboards, we can provide impressions in the millions.
We can complement this with expert strategy for organic and paid social media marketing. With proper tracking and attribution, we can both assess and guide the customer journey every step of the way.
