The Development of a Digital Marketing Strategy to Gain Active Mobile Game Users in Japan
Rönkkö, Makiyo (2014)
Rönkkö, Makiyo
Metropolia Ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112516772
https://urn.fi/URN:NBN:fi:amk-2014112516772
Tiivistelmä
Japan is the world’s biggest spender on mobile apps. This makes it an attractive market, but entering the Japan market is very difficult for Finnish mobile software developers. The goal of this thesis is to identify possible constraints that limit mobile game companies in the Japanese market, and analyze the means of increasing brand awareness and acquiring active game players. The focus is on finding the key elements required for building a digital marketing strategy targeted towards Japanese customers.
In the literature review, marketing theory, consumer behavior and digital marketing strategy are reviewed in the light of the Japanese market. Research method applied is exploratory research mainly using secondary data available in Japanese language sources. The latest trends in Japanese mobile software industry are analyzed with a special focus on usage of digital media as a marketing tool. As Japan has fast changing trends in the mobile game industry, only up to date information sources were used.
The findings include evidence that the Japanese market has features that differentiate it from the rest of the world. Based on research, an outline of a marketing strategy for companies intending to enter the Japanese market is described.
In the literature review, marketing theory, consumer behavior and digital marketing strategy are reviewed in the light of the Japanese market. Research method applied is exploratory research mainly using secondary data available in Japanese language sources. The latest trends in Japanese mobile software industry are analyzed with a special focus on usage of digital media as a marketing tool. As Japan has fast changing trends in the mobile game industry, only up to date information sources were used.
The findings include evidence that the Japanese market has features that differentiate it from the rest of the world. Based on research, an outline of a marketing strategy for companies intending to enter the Japanese market is described.