Master List of Marketing Mistakes
Japan Internet Report No. 63
December 2001Japan Internet Report currently has just under 4,000 subscribers, and we're pleased that they sound off as often as they do.
Readers frequently pose questions along the lines of the following "Given the number of companies you see entering the Japanese market, what are some of the most common mistakes I should know about?"
Since it's tough to respond individually to this kind of inquiry, we are taking this opportunity to offer our Master List of Marketing Mistakes.
Mistake #1 Believing you know what to do
Prior to engaging us here in Tokyo, one company had already spent well over U.S. $1 million building something that addresses the wrong audience in the wrong way. You'll have plenty of challenges without going in with your eyes closed. And when times are tough, the tendency is to focus on tactical initiatives and spend money only on things that you can "touch." This can be a very costly mistake and can even jeopardize your long term prospects in the market. You may want to limit the scope according to your budget, but don't enter the market without a professional opportunity assessment and/or concept and planning phase. In other words, "make sure your ladder is leaning against the right wall before you start climbing."
Mistake #2 Believing that English will suffice
This is so obvious that I almost left it off the Master List of Marketing Mistakes, but some people still don't seem to get it. In Japan, only 5%of the population reads English comfortably, and even those people understand better when the content is in Japanese. Moreover, a 1998 (don't worry, it's still relevant) study by Forrester found that 1) people are likely to spend twice as much time at Web sites presented in their own language, and 2) they are three times more likely to buy from such sites.
Mistake #3 Believing that "translation" will do the trick
This is probably the most common misconception, and perhaps the leading cause of failed international online efforts. Understand the difference between internationalization, localization, globalization, and translation. Then of course, there's <transcreation>. As those readers who speak and read Japanese can attest, it's impossible to gain mastery of the language without understanding the culture. Humor, idioms, icons, and images are just a few things that can't simply be"translated" into Japanese. They must be <transcreated> - crafted anew in the target language to convey the intent of the original text, yet be compelling enough to spur the reader to action within a completely different cultural milieu.
Mistake #4 Assuming that double-byte technical hurdles are easily cleared
It's not that easy...and usually takes more time than you think it will. Our own experience helping clients falls in line with a survey from Forrester that reveals the two greatest hurdles to be 1) software incompatibility, and 2) establishing multilingual content management processes. Even if the core applications selected are double-byte enabled, the way you use them can literally make or break the Japanese characters.
Mistake #5 Thinking that double-byte technical hurdles are insurmountable
On the other hand, some people think that the conversion to double-byte is insurmountable and don't make a sufficient effort to understand the steps to success. It's not impossible. Many companies successfully operate in Japanese online. It takes planning and care to do it, but it is definitely feasible. There is a great deal more available in the way of tools, information, experience, and expertise than there was even a year ago. You'll save yourself a great deal of time, money, and frustration if you 1) build from the beginning an internationalized site or application, and 2) have people with double-byte experience help you with the right processes and tools to avoid costly pitfalls.
Mistake #6 Thinking it's only about language and technology
Compelling and culturally-appropriate product or service offers are crucial; hot sellers in your home market may fall flat in Japan. Other critical considerations include import restrictions, local law, and social customs, among many others. Local-language content and a robust infrastructure then become starting points for playing the bigger game.
For more help sorting it all out, call me in Japan at 813.5777.3810. In the U.S., contact Steve Kemper at 503.235.4433 x 100 or steve.kemper@us.ion-global.com.