Contents
Introduction
The app advertising landscape in Japan has undergone significant transformations after the release of the first application on the iOS & Google Play Store (Google Android Market until 2012). There are overlapping periods that are not clearly defined in terms of time. Through this article, I am introducing innovative strategies for each phase and methods to uplift app visibility/downloads over Japan’s app market platform. This article provides an in-depth analysis of these changes depending on market trends, highlighting specific examples and the impact of each era on current app marketing practices. Understanding this evolution is not just a historical footprint but a strategic imperative for marketers aiming to navigate Japan’s unique digital app marketing environment effectively.
1. The Early Pioneers (2010-2014): Rise of App Review Sites
In the early 2010s, Japan’s app marketing was predominantly driven by app review websites(mobile-friendly contents media) like “AppBank” and “Octoba”. These platforms became essential for app discovery, leveraging SEO (Search Engine Optimization) to enhance visibility. For example, a popular casual game app in Japan, “Puzzle & Dragons,” by operated Gungho extensively used these review sites to drive downloads, leveraging keyword optimization to ensure high visibility in Google searches. This phase underscored the importance of organic search and third-party endorsements in app popularity. In other words, it was a time when many Japanese users downloaded through these kinds of app review media and used the apps they needed, referring to reviews from experts and app media. As the influence of review media strengthens, the advertising space from review medias for each category was popular, and the closed affiliated AD plan and NCPI advertising market needs grow explosively. Especially, Game apps with big budget expand their media mix plan not only to acquire pre-reservation users but also UA to make a sensation through these kinds of app review media collaboration articles or planning.
2. The Raking Boost Era (2012-2016): Incentive marketing through point service to boost ranking on App Store.
The app ranking ranking , along with the UI on app store that is easy for users to understand about popular apps intuitively, became a hot topic on various app review sites and app marketing agencies, and a lot of comparative articles based on raking were published, so naturally the app ranking began to have the same effect as the current Featured (Today tab on apple app store). Accordingly, in Japan, where incentive media such as point sites are developed, there was a time when the promotion of increasing the number of downloads and increasing rankings in the App Store effectively helped expand app awareness and UA.
The boosting of reward-based ads to artificially boost app rankings marked a contentious phase by apple and google . Many app Companies(especially game app service providers) leveraged this strategy, offering rewards for downloading and engaging with apps, significantly impacting their App Store and Google Play rankings. This approach, however, drew regulatory attention from app store, leading to stricter guidelines and policies by Apple and Google, ultimately forcing a shift towards more authentic marketing practices.
3. Digital Marketing and User Acquisition (2013-2021): The Global Integration
The integration of Japanese MMPs like F.O.X by Cyber Z and PartyTrack by adways with global platforms like ADJUST and the rise of Appsflyer from Israel marked a new digital era. This AD/Channels effectiveness evaluation SDK tool guide to the app marketers a shift towards data-driven user acquisition (UA) strategies. For instance, “EC apps,” a leading e-commerce app in Japan, utilized these platforms for targeted advertising across global networks like Google and Facebook, focusing on acquiring quality users rather than just boosting numbers. This era emphasized the need for a more analytical approach to app marketing, leveraging global platforms for targeted outreach. but these kinds of MMP service providers are facing the challenge of protecting personal information. In other words, It is no longer difficult to obtain accurate marketing performance measurement attribution data as before, and limitations are increasing.
4. The Privacy-Centric Shift (2022-Present): Adapting to New Norms
Recent privacy regulations like GDPR and Apple’s ATT (App Tracking Transparency) have significantly impacted app marketing landscape & circumstances even in Japan. Japan`s independent ad networks like “NEND” ,”i-mobile”and “ZUCKS” faced challenges in user tracking and targeting. This led to a surge in the importance of CDP(Customer Data Platform)s, as seen with Game Report or Think Core provided by aix inc-coresight inc,” which shifted focus to building robust customer data platforms to understand and segment their user base better in the app consuming behaviors, especially game users. and also This approach allowed for more personalized and privacy-compliant marketing strategies. In the future, the ability to communicate with customers is becoming more and more important in order to efficiently optimize digital marketing and understand the needs and minds of customers who are becoming more diverse and segmented.
In particular, when targeting overseas markets such as Korea and Japan, where the app market is large but the language and culture are completely different, it is important to understand cultural differences and establish a long-term market entry strategy based on cultural sensitivity.
5. ASO (App Store Optimization) is essential in Japan App Growth Market:
Even in Japan, where the importance of ASO was relatively low, the number of app companies that recognize the importance of ASO and have extensive know-how and are consistently conducting A/B testing is increasing. ASO is also a critical component of app marketing in Japan, ensuring that apps are visible, appealing, and relevant to a unique and sophisticated audience. This not only drives downloads but also builds a loyal user base in this vital market. ASO is like the foundation for future app growth in the Japanese market.
App Store Optimization (ASO) is particularly important in Japan for several reasons:
- High Mobile Usage: Japan has one of the world’s highest rates of mobile device usage, making it a crucial market for app developers. Effective ASO ensures that your app stands out in a highly competitive environment.
- Cultural Specificity: Japanese consumers have unique cultural and linguistic preferences. Customizing your app’s presence to align with these preferences can significantly enhance its appeal and relevance in the Japanese market.
- Visibility in App Stores: With countless apps available, visibility is key. ASO helps your app rank higher in search results within app stores, increasing its chances of being downloaded by Japanese users.
- Local Competition: Japan’s app market is not only large but also highly competitive, with many local developers understanding and catering to the local audience. ASO is essential to compete effectively with these local players.
- Brand Perception: How your app is presented and perceived in the app store can significantly impact your brand’s overall perception in Japan. ASO can help create a positive and culturally sensitive image.
- User Experience and Retention: ASO isn’t just about attracting users; it’s also about retaining them. By optimizing for the Japanese market, you can improve user experience, leading to higher retention rates.
Conclusion
The journey of app marketing in Japan is a narrative of constant adaptation and innovation. From the SEO-driven strategies of app review sites to the privacy-focused approaches of today, each phase has left an indelible mark on how app marketing is approached. For modern marketers, these historical insights are not just academic; they offer valuable lessons in agility, customer-centricity, and the importance of evolving with technological and regulatory landscapes. As the market continues to evolve, understanding this history becomes crucial in crafting successful strategies in Japan’s dynamic app advertising ecosystem.
