In Japan, Content Marketers Look to Boost Awareness - eMarketer

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In Japan, Content Marketers Look to Boost Awareness

The tactic is widespread in digital media

September 17, 2015

Most digital, and traditional, advertisers in Japan have implemented some form of content marketing, according to May 2015 research. Most commonly, they hope to use it to improve recognition of their products and services.

Goals of Content Marketing According to In-House Digital Advertising Professionals in Japan, May 2015 (% of respondents)

According to Grooover, 83% of digital advertising professionals in Japan are doing some kind of content marketing via digital media, and if you add the ones using traditional media for content marketing, the total comes to 86%. Magazine and newspaper articles are the most common form these efforts take.

Content marketing is expected to serve a few roles among this group. More than eight in 10 content marketers expected it to bring better awareness of their products and services, and nearly seven in 10 also expected content marketing to boost recall.

In addition, more than half thought content marketing efforts should deliver website visitors.

Whether those goals are achieved is another question. Most respondents also thought it was difficult to measure the performance of content marketing—a leading challenge in establishing it within their organizations.

David Moth, social media manager at Econsultancy explained that content marketing has become a major trend in Asia, as elsewhere in the world. Also in keeping with global trends, mobile is a major factor.

“In many places, internet penetration is still low because there's a massive disparity across the country. However, to an extent, it is quite high in places like Singapore, South Korea and China, particularly on mobile. More people are becoming mobile-first rather than desktop-first. When introducing content, people need to be thinking about how to distribute it through mobile channels,” said Moth.


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