Digiday Research: How Japanese marketers use influencer marketing
Digiday’s “Research in brief” is our newest research installment designed to give you quick, easy and digestible facts to make better decisions and win arguments around the office. They are based on Digiday’s proprietary surveys of industry leaders, executives and doers. See our earlier research on the state of the agency world here.
At last month’s Hot Topic: Data-Driven & Content Marketing event in Tokyo, we sat down with 22 executives from brands, agencies, and publishers to get their insight on the influencer and platform marketing issues facing marketers.
Driving sales isn’t the point of influencer marketing campaigns in Japan
Marketing in Japan poses a daunting challenge for foreign and domestic companies alike. To bridge the gap to Japanese consumers, brands such as Dyson are increasingly relying on influencers to connect them with their target audiences.
Forty-three percent of respondents thought increasing brand awareness among consumers was the optimal use for influencer marketing. Half as many respondents, 23 percent, thought that influencer marketing was better at galvanizing purchases either in stores or online than building brand awareness.
Challenges of influencer marketing vary
Respondents were divided on what they found to be the biggest challenge of influencer marketing. Finding influencers with the desired target audience was the biggest gripe, but just over a quarter of respondents chose that option. Having influencers utilize the right platform and execute campaigns as planned were also common concerns.
Influencers’ failure to follow through on their campaigns is a noted industrywide issue. To address such complaints, Japanese tech companies are taking matters into their own hands. BitStar recently collected $2.7 million in funding to help brands connect with YouTube stars and manage campaigns. Meanwhile, Couture offers a platform that charges brands on a per-engagement basis to avoid headaches when influencers drop the ball.
Influencer marketing is viewed as effective
Global spend on influencer marketing is accelerating. Marketing across Instagram already totals over $1 billion annually. However, digital accounts for only 15 percent of the $60 billion spent on advertising per year in Japan.
More than twice as many respondents thought their influencer campaigns were effective or very effective than those who thought they were not very or not at all effective. If influencer marketing continues to be considered effective, the proportion of ad dollars spent on digital in Japan could increase.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
Media Briefing: Why publishers hope chatbots will be the latest retention tool
Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.