Street Ads in Japan and Online Ads in the USA: A Marketing Comparison
In an attempt to navigate the bustling streets of Japan, one can often encounter human billboards: people dressed in eye-catching costumes, distributing flyers, and promoting various products or services. Human billboards can be found on any street, for any shop. This form of marketing has been a traditional method of gaining foot traffic into shops and establishments. It relies on direct human interaction and is effective in attracting the attention of passersby. The personal touch creates a sense of connection with potential customers, which often leads to increased interest in the promoted products.
Shibuya Crossing, Tokyo
However, the commonality of this marketing strategy was a culture shock as an American foreigner. As someone who was born at the start of the digital age, with the birth of Facebook and the first smartphone, I have only been exposed to one reality: digital marketing. From there, I observed the importance of having an online presence through social media, a website, Yelp for the consumer, as a criteria of judgment, in addition to a physical storefront.
The US has embraced the digital revolution to reach wider audiences and gain an edge in the competitive business landscape. The shift for strategies to cater towards a digital presence is credited to the widespread use of smartphones and the increasing popularity of social media platforms. From social media advertising to influencer marketing and email campaigns, companies in the US are leveraging the power of the internet to reach a large audience and build brand awareness. Japan seems to be lagging in adopting these new forms of marketing, particularly when compared to the US.
Japan's Reluctance to Embrace Digital Marketing
So, why has Japan been slow to embrace these new forms of marketing?
Cultural and Traditional Factors:
Japan has a rich cultural heritage, which often emphasizes the value of in-person interactions and relationships. As a result, businesses in Japan have long relied on face-to-face marketing techniques, such as human billboards, to engage with customers. Changing these long-standing practices may be met with resistance, as traditional values are deeply ingrained in Japanese society.
Technological Adoption:
While Japan is undoubtedly a global leader in technology and innovation, the adoption of digital marketing has been relatively slow compared to some other countries. There could be various reasons for this, including the presence of an aging population, language barriers, and a preference for traditional media channels. However, as the younger generation becomes more tech-savvy, the potential for digital marketing is bound to grow.
Regulation and Privacy Concerns:
Japan has stringent regulations on data privacy, which can impact the way digital marketing is executed. Companies need to navigate complex legal requirements when collecting and using customer data, which might deter some businesses from fully embracing digital marketing strategies.
Despite these challenges, it's essential for Japan to recognize the potential of digital marketing and how it can complement traditional approaches. The US has demonstrated how an effective digital presence can significantly boost a business's visibility and reach.
Online ad for pizza delivery service
US: Embracing the Digital Frontier
While traditional street marketing, including human billboards, continues to thrive in Japan, the US has embraced the digital frontier and leveraged the power of social media and e-commerce to connect with a global audience. With the rapid growth of internet usage and social media platforms, businesses in the US have seized the opportunity to connect with consumers on a global scale.
Social media marketing has become a dominant force in the US, allowing businesses to engage directly with their target audience. Companies leverage platforms such as Facebook, Twitter, Instagram, and LinkedIn to create brand awareness, conduct market research, and offer personalized customer service.
Furthermore, the US's reliance on digital marketing has spurred the growth of e-commerce, enabling businesses to reach customers far beyond their physical locations. Online stores and marketplaces like Amazon, eBay, and Shopify have revolutionized the retail landscape, providing convenient shopping experiences for consumers worldwide.
It is essential to recognize that both traditional and digital marketing strategies have their unique strengths. Japan's traditional street marketing creates a sense of authenticity and immediate engagement with potential customers, fostering a strong sense of community and trust. In contrast, the US's digital marketing empowers businesses to target specific demographics, analyze consumer behavior, and refine their strategies for maximum effectiveness.
Times Square, New York City
The Synergy of Traditional and Digital Marketing
Currently, a majority of Japanese marketing relies on chance. There is a reliance on people passing by, but there is no guarantee human billboards will be advertising to the correct audience. There is a reliance on people to show up. However, what if there is a rainy day that limits the number of people being reached? This form of marketing does not have control over that.
Japan's reliance on traditional marketing techniques like human billboards remains to be an effective form of marketing but also poses limitations in today's digitally-driven world.
To bridge the gap between traditional and digital marketing in Japan, a blended approach could be the key. By integrating aspects of human billboard marketing with digital strategies, businesses can harness the power of both worlds. For example, companies can use QR codes on promotional flyers distributed by human billboards, leading customers to a digital platform for further engagement and exclusive offers.
As the world becomes increasingly interconnected, striking a balance between traditional and digital marketing is crucial for businesses to thrive in the modern marketplace. Japan has the potential to embrace digital marketing while preserving its rich cultural heritage, fostering a harmonious fusion of the past and the future in its marketing strategies.