Digital predictions: What trends can we expect to see in Japan for 2021?

A powerhouse of innovation, Japan leads the way when it comes to new digital technologies with early adoption rates allowing marketers the opportunity to try out new strategies and tactics to make a lasting impact that will boost their reach and brand recognition rates.

Stay one step ahead of the game and you’ll be able to reap the rewards of your campaign, but fail to take into account how Covid-19 has changed the behaviours of the Japanese market and you’ll fall short of your goal.

With an unprecedented emphasis on digital marketing all over the globe, let’s take a closer look at some of the trends that we predict to see in Japan in 2021.


Breaking through content white noise

Content is king, but some digital marketing experts are predicting that many channels are reaching the point of saturation since Covid-19 forced many businesses to rely solely on their digital marketing efforts to ensure their survival.

With most events cancelled and restrictions placed on retail spaces, digital advertising spend in Asia has risen by 57% in the last 12 months. This means that digital channel users are being overwhelmed by messages and content, leading to ‘brand blindness’.

Cutting through this content white noise is essential if you want to get noticed. Having an array of different content available for consumption digitally is essential. We expect to see more vlogs and video content overtake the written word next year. 


The rise of the micro-influencer

Influencers are nothing new, with many businesses using the power of celebrity to amplify their brands online.

However, there has been something of a backlash against these types of endorsements as consumers become far savvier about how such influencers are reimbursed for their services. This has given way to the rise of the micro-influencer.

These individuals usually have far smaller followings but are unique in the fact that they are easily able to penetrate smaller communities and provide far more personalised content. This has been shown to give far better rates of engagement.


Omnichannel marketing comes of age

The smart money for 2021 is concentrating on content that can be shared between several digital platforms. This joined-up approach to digital marketing strategy doesn't just save time, but ensures a consistent message that can improve engagement, offer an improved user experience and better matches the modern buyer journey.


Another technology that’s lurking on the digital horizon and expected to be heavily adopted in Japanese campaigns is the use of AI to excite and connect with on-screen users. Innovation is expected in voice control and gesture control in the next 12 months.

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