This article mainly focuses on marketing for the Japan market, which is our core expertise at Tokage Works. That said, the fundamental thinking is applicable to app developers targeting other markets as well.

Recently, I have had more and more conversations with iOS and Google Play app developers, as well as global IT product teams.

Some are indie developers.
Some are small startups.
Some are teams preparing to enter the Japan market.

The questions they ask are surprisingly similar.

• Are our download targets realistic?

• How much ad budget do we need to start with?

• Will this concept work in Japan?

• We want to understand marketing ourselves in the long run

• We want support now, but mentorship so we can operate independently later

Anyone who seriously faces the Japan market goes through this stage at least once.

What Matters Most in App Marketing

I am often asked:
“What is the single most important thing in app marketing?”

My answer is simple.

• Competitor analysis

• User understanding

• ASO

• Visuals

• Advertising strategy

Among these, competitor analysis is the most critical for apps.

Why?
Because in app marketing, competitor analysis determines everything else.

• The concept

• The creatives

• The ad messaging

All of them are shaped by what already works in the market.

Competitor Analysis: Start by Studying the Winners

If you ask me where to start with app marketing, my answer is always the same.

Competitor analysis.

In many cases, developers reach out after development is finished.
Ideally, you should analyze competitors at the stage of deciding what kind of app to build.

What to look at is straightforward.

• Who are the successful competitors in this category?

• How do they position and market themselves?

• Their concept, UI, color usage, visuals, and copy

If these elements are not clearly understood, most marketing efforts will fail, regardless of budget.

User Understanding: Is Your Promotion Aligned with Your Users?

After competitor analysis comes user understanding.

Ask yourself honestly:
Do your target users and your promotional approach actually match?

For example:

• An app for teenagers, but focusing only on App Store optimizations

• An app for business professionals in their 50s, but relying mainly on TikTok

• An anime-style game with overly complex and rigid copy

These mismatches are especially damaging in the Japan market, where expectations and context matter greatly.

ASO and Visuals Must Be Designed Together

Another common question is:
“How should we run ads?”

Before that, there is something you must do first.

Whether your budget is limited or generous, ASO (App Store Optimization) should always be prioritized.

And ASO cannot be separated from visuals.

• What users expect from your keywords

• What your screenshots and store visuals communicate

If these two do not align, users will leave immediately.

Before ads or social media, fix the store page.
If your App Store or Google Play page is weak, no acquisition channel will perform well.

Advertising Comes Last. Important, but Order Matters

Advertising is a broad topic and beyond the scope of this article, but only after these three elements are in place can advertising performance be fully maximized.

Conclusion

Tokage Works supports SaaS, IT, and app companies entering and growing in the Japan market.

This article was written especially for global app companies and independent developers.

You are welcome to fully outsource promotion to us.
At the same time, we also offer a mentorship-style approach, where we share:

• Why certain decisions are made

• What data and signals guide the next step

So that your team can eventually operate independently.

If you are struggling with app growth in Japan, feel free to reach out.
We offer a one-hour free consultation to discuss your app and your challenges.