Mobile Marketing in Japan

Noah H. N. Lynn, Paul D. Berger


In this paper we describe the state of mobile marketing in Japan. We consider the various aspects of mobile marketing in Japan and what has led to the overwhelming adoption by Japanese youth, and to a degree Japanese society as a whole, of social media and associated activities. This growth of mobile marketing has dramatic, positive implications for marketing, in general, as well as for the sale of selected product classes. We also consider markers for suggesting what the future of mobile marketing will be in Japan and around the world. Finally, a key implication for optimal marketing strategy is discussed.

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