To convert prospects, North American schools, tourism 
establishments and destinations must be found early online in 
Japanese, Chinese and Korean using Japan Advertisng Ltd's 
publisher sites with their directories (MUST GO™ Directory
Directory of Canadian Schools and
Michel Bonin is the sales agent and a global digital market researcher.

Best practices to be found in Northeast Asian languages: Japanese, Chinese and Korean

Here are some best practices & tips for US/Canada schools & tourism firms 
to enroll & generate leads from students & travelers of Northeast Asian origin.

Northeast Asians prefer to navigate on the internet in their own mother tongue 87% to 92% of the time rather than in English. Best to reach prospects of Japanese, Chinese and Korean origin online in their own language early on, generally up to a year ahead, while planning their studies, business trips or holidays, that is:

  • before they desire to do long-haul travel outside East Asia, for personal, business or study, to contact directly a school or through an agent, 
  • and before taking action to book a tourism establishment, a destination or to enroll into a school after going on their site, encountering
    their social media presence, by e-mail, regular mail or in 
    person upon their arrival;
  • first in their country of origin, then once they are in North America, half of the time through their ubiquitous mobile devices. The majority start their often complex fact-finding, that may lead to booking/applying on the internet, generally using a desktop or laptop computer.
Before attending overseas recruitment events, trade events, tourism fairs, bourses etc, North American educational institutions, tourism establishments and destinations must make sure they can be found online by prospects of Northeast Asian origin browsing in their own language. The key is to be short-listed by prospects as they pursue their web navigation while relying on social media to single out the North American tourist attractions, destinations and school
program to apply.
 For their "brand" to get noticed faster and earlier, the digital media plan should include a presence on language-primary, on-topic, geo-specific, third-party niche websites.
Because of Internet consolidation, having its own stand-alone site in Chinese, Japanese or Korean, is now more prohibitive than ever to drive targeted traffic that originates from Northeast Asia. Western Education and Tourism industries offer a service with long purchase cycle delivery to North America, contrary to
their Western goods counterpart. Except for the Top Brands, none can hope to sell effectively through major third-party platforms located in Northeast Asia (like Alibaba, Taobao or Tmall in China). On the latter subject, see this article in CHINA DIGITAL REVIEW published by Web Presence in China
For more on best practices gleaned over the years, one may review the following publications by Michel Bonin.

China and Canada national flags

China to overtake UK visits to Canada in 2018

(from a May 2018 article by Michel Bonin published on LinkedIn Pulse)

(Synopsis) China should become the #1 source of overseas travellers to Canada in 2018. With China fast becoming the #1 source of world tourism, growth from Northeast Asia is now key to Canada's Travel & Hospitality industry. The author explains why and concludes on the importance of raising awareness and to understand travel intentions. By 2019, China is heading toward beating the current Peak Year record of 908,806 overnight arrivals from overseas established in 2006 by the UK which until then Japan had held since 1996. logo and American flag with faces of Japanese, Chinese, Korean women
(from a March 2017 article by Michel Bonin published on LinkedIn Pulse)
(SYNOPSIS)  School enrollment marketers must adapt to the negative impact of US travel ban and administration immigration policies announced recently. Meanwhile, mainly Muslim countries and more worrisome perhaps, the Indian sub-continent, appear to them most in jeopardy. As a defence mechanism. many now anticipate the growing importance of protecting (if not gaining per se) market shares in peripheral, less affected markets, such as Northeast Asia. This article suggests prioritizing brand awareness instead of costly direct marketing on the ground and counterproductive call-to-action campaigns at this crisis time when declining registrations are inevitable for this coming year. Among the schools potentially to be directly concerned, the ban creates a renewed interest to book their high-impact display banner on directories promoting North America as a study destination. While the top digital directories invite schools most determined to be found early online through optimized cross-border third-party platforms, one in particular,, just started adding an exclusivity clause for their display banner ads.
Year-to-year % change of Overnight Trips to Canada
(from a February 2017 article by Michel Bonin published on LinkedIn Pulse)
(Synopsis) China should become the #1 source of overseas travellers to Canada by 2018. In the meantime, Greater China should be overtaking UK visits to Canada. With China fast becoming the #1 source of world tourism, growth from Northeast Asia is now key to Canada's Travel & Hospitality industry. The author explains why and concludes on the importance of raising awareness and to understand travel intentions.The stellar performance of Northeast Asia is driven by its three main markets: China, Japan and South Korea, the latter a country whose rate of increase for overnight arrivals in the last two years led among Canada's eleven major international markets: the US, France, Germany, UK, Australia, China, India, Japan, South Korea, Brazil and Mexico.
Canada Map of Must Go Directory in Japanese, Chinese, Korean

(from a January 2017 article by Michel Bonin published on LinkedIn Pulse)

(Synopsis)  Visitors viewed 1.8 million pages of the MUST GO™ Directory in 2016, a 6% increase over the previous year. Over 130 Canadian tourism establishments (attractions, accommodations, museums/historic sites, restaurants, shopping experiences, outdoor activities, events, destinations, tours, transport, etc.) were listed in 2016. The article reviews the performance of the directory and the main criteria for achieving the best marketing outcome online in the three main Northeast Asian languages. It describes a) the early predictive model developed and tested for tourism establishments and b) explains the benefits from a presence on the web publications of Japan Advertising Ltd - Canada Journal.

Logo of useful paid links on school directories in NE Asian languages: a cross-cultural SEO analysis
(from a January 2017 article by Michel Bonin published on LinkedIn Pulse)
(Synopsis)  North American schools currently listed on Japan Advertising Ltd school directories should include a link on their own website. It is part of their school's Live Directory Strategy of submitting their listing to some key-paid inclusive directories in Northeast Asian languages. This article gives five reasons why and describes some of the performance analytics tools that must be adjusted from the normal best practices used by schools to acquire traffic referrals and for inbound and content marketing in general.
Faces of Chinese, Japanese, Korean women with Canada Journal logo

(from a November 2016 article by Michel Bonin published on LinkedIn Pulse)

(Synopsis) To reach and attract international students, educational institutions from North America ought to use wikipedia-type platforms hosting third-party directories online like the ones published in Northeast Asian languages by Japan Advertising Ltd ( and Schools that list in those directories have learned over the years that the basic challenge and opportunity is to be found early online by unique users. Rather than first focusing on a narrow referral marketing tactic to generate a maximum of applications, a broader strategy of reaching potential registrants requires to be associated with language-primary and geo-specific content that is trustworthy with strong branding and relevant to each student’s intent. This is crucial to schools before they attempt the final challenge of attracting a predictive number of inbound registrations toward the end of a long buying process.

Prospects of NE Asian origin engaged without clicking ads online

Prospects of NE Asian origin engaged without clicking ads online

(from a November 2015 article by Michel Bonin published on LinkedIn Pulse)

(Synopsis)  Simply viewing ads and searching for more information about the services offered are a major purchase influencer as the top graph shows. Taken from a recently published Canadian survey through a Case Study by Mediative™, this may translate in display banners by North American Education and Tourism enterprises being able to generate Interest toward Desire in the most prosperous market worldwide. That is without having to face paying sky-high costs-per-click common to engage with target groups of Northeast Asian origin. In the case of ads viewed in Japanese, Chinese or Korean, their prospects already show an Awareness of their need to study or travel internationally, early on their often long buying process. In general, SMEs (Small and Medium-size Enterprises) trying to be found online may benefit from the groundbreaking survey. To the extend that its general findings summarized here do apply to Northeast Asian viewers, Michel Bonin adds his own perspective on how it could impact and delay the adoption of a measurement by KPI of "viewability" and "engagement".

Flags for China, Japan, South Korea

TEN TIPS before trying to generate traffic through sponsored links
from search engines and social media in Chinese, Japanese or Korean

(from a January 2015 article published by Michel Bonin on Blogger)

(Synopsis)  The vast majority of educational institutions, tourism establishments and destinations in North
America have yet to start using sponsored links on social media and browsers' search engines to be found
by prospects of Chinese, Japanese and Korean origin. My question is Why Should They? Such campaigns are often less effective than when run to engage local American and Canadian audiences in English, Spanish or French. Here are TEN TIPS before deciding on a budget to deploy digital marketing strategies including advertising and re-marketing on Weibo, Baidu, Google Japan, Yahoo! Japan, Daum or Naver in Korean and other major platforms in those Northeast Asian languages.

Tourism firms/schools fail Digital Marketing 101
Tourism firms/schools fail Digital Marketing 101
Afterthought to Rendez-Vous 2015 in Niagara Falls, Ontario
(from a May 2015 article published by Michel Bonin on LinkedIn Pulse)
(Synopsis)  Targeted foreign audiences increasingly live their lives through the prism of the digital world. This paradigm shift requires relying less on traditional middlemen for all of us here in North America working in the Travel and Education industries. Ever wonder why intermediaries like tour operators, packagers, et al and school agents spend less of their annual marketing budget on E/online marketing than they ought to? That is because most of them (and even the tourism companies and the schools they serve I should add) still favor Word-of-mouth, modernizing their website and attending trade shows in person or organizing seminars to students. One can view Japan as a case in point why middlemen are not the answer to meet the challenge faced by marketing practitioners.
Logo of Best Practices in Japanese, Chinese, Korean
(from a January 2015 article by Michel Bonin published on LinkedIn Pulse)
(Synopsis) The vast majority of educational institutions, tourism establishments and destinations in North America have yet to start using sponsored links on social media and browsers' search engines to be found by prospects of Chinese, Japanese and Korean origin.My question is Why Should They? Such campaigns are often less effective than when run to engage local American and Canadian audiences in English, Spanish or French.Herewith are TEN TIPS before deciding on a budget to deploy digital strategies including content marketing, advertising and re-marketing on Weibo, Baidu, Google Japan, Yahoo! Japan, Daum or Naver in Korean and other major platforms in those Northeast Asian languages.

How Canadian tourism organizations can be found early in Japanese, Chinese and Korean

by Michel Bonin - President   M B A  -  M I C H A E L  B O N I N  A N D  A S S O C I A T E S

Presentation for Rendez-vous Canada 2014  -  Vancouver, BC, Canada  - 5/27/2014

(Synopsis)  Inbound digital marketing is changing the business model of the global tourism industry. For Canadian tourist operators and destinations engaged with prospects of Japanese, Chinese or Korean origin, success now largely depends on being found at an early stage by those planning trips. This becomes as important as to rely on logistical relationships with tourism intermediaries, whether tour operators, wholesalers, packagers or receptive / RTO.

We acknowledge such evolution by stressing the opportunity for international tourism campaigns to include a tool that facilitates the customer journey in finding tourism organizations online combining content marketing with traditional advertising. That is through directory listings and display banners using the platforms offered by Canadian publisher sites in Northeast Asian languages. Combined together, they can attract customers' interest in their product and brand early on even if no click occurs.

The A.I.D.A. formula provides a framework for a better understanding of how the sequence of events trigger conversion through the Attention-Interest-Desire-Action path. It also addresses a problem the Canada brand faces when relying on Search Analytics tools provided by browsers and social media networks like Baidu, Weibo, Yahoo! Google and other major platforms in Northeast Asian languages.

For A Better Understanding of Student Prospects' Journey in Northeast Asian Languages
(from a June 2014 article by Michel Bonin published on LinkedIn Pulse)

(Synopsis)  North American educational institutions must look beyond the limitations of Search Engine Analytics to understand the online conversion path leading to the final event that is the enrollment of student prospects of Northeast Asian origin. The article stresses the importance of making content and advertising decisions beyond Lead Attribution Models, Last ­Click Measurement and Multi-Channel Funnels reporting. Such tools play less of a role in predicting success (like driving conversions) when engaging with prospects traced digitally through a complex conversion path. Using the A.I.D.A. formula of events as an analytical framework, the author then describes Ten Tips to be found earlier in Japanese, Chinese and Korean.

 Integration with AdWords campaigns of image ads & directory listings
on third-party platforms in Japanese, Chinese & Korean

by Michel Bonin - President   M B A  -  M I C H A E L  B O N I N  A N D  A S S O C I A T E S

(Synopsis)  This is a review of a business-to-consumer (B2C) tool (1) to be found online, generate direct brand awareness/consideration and qualified leads in Japanese, Chinese and Korean through "publisher sites". Canada is about to engage in a race to step up its digital footprint in those languages. World-leading economies like Northeast Asia should continue to be the fastest growing source of potential tourists and study travelers as long as American visits stay below its pre-2008 level while the UK and the major economies in the euro zone are stagnatingWidely used search engines now make it easier than ever before to target prospects worldwide. This is opening networks like Google, Baidu, Yahoo etc in Northeast Asian languages and the management of paid and organic tools for Search Engine Optimization (SEO) to small and medium-size online players (brands). This is bound to encourage a new trend: the
gradual integration of advertising and directory listings on third-party platforms like, and their partner sites in Japanese, Chinese and Korean with AdWords-type image and text-based campaigns. This is particularly suitable to industries like Tourism and Education that can now capitalize on such an important emerging trend in international direct inbound digital marketing practices. 
(1) Tools offered through social media, government and foreign middlemen' sites are excluded here because it is felt each would require a review of its own.
Voir l'infolettre Printemps-Été 2013 en version française: 
Michael Bonin and Associates-Japan Advertising-CanadaJournal Logos

The future of display ads (a Western vs N-E Asian perspective)

from Michel Bonin Blog: Posted on July 11, 2012 3:53 PM
Hypothesis: Tablets are the mobile medium of the (close) future.
Rule: 4 to 7 display ads (highly creative or with contextual meaning) will fit on a tablet page and be effective. But with touch equivalent to the act of turning to 20 magazine or tabloid newspaper pages, Brands should be warned! Soon no one at least in Western languages will want to pay attention to 15 calls for action on a single tablet page.
Caveat: That rule may not apply however for pages in northeast Asian characters where the line between text-based and image ads is blurred. Our experience shows Japanese, Chinese and Koreans do not mind and come to expect 20 to 25 banner ads even on a home or landing page. 
1 Comment to The future of display ads (a Western vs N-E Asian perspective):
from mobile landing page on November-03-12 2:43 AM
<I'm very excited about the future of display ads. Already ads format completely changed because of various format devices demands. I appreciate you for giving attention to this interesting subject. Keep up.>

Inbound digital marketing to be found online through sites

of Canadian publications in the languages ​​of Northeast Asia

by Michel Bonin - President   M B A  -  M I C H A E L  B O N I N  A N D  A S S O C I A T E S

Presentation at Rendez-vous Canada 2012  -  Edmonton, Alberta, Canada  - 5/13/2012

(Synopsis) Northeast Asian tourism intermediaries, whether tour operators, wholesalers or packagers, would hardly admit they are gradually losing the battle of inbound digital marketing to the major sites of travel planning and online reservations ('booking sites'). Yet, the likes of Expedia and their equivalents in Japanese, Korean and Chinese (eLong et al), now deliver their marketing expertise and resources across continents. Their brands attract customers on 'world' sites that even dominant operators, as JTB in Japan, cannot compete effectively outside their domestic tourism market.

Inbound digital marketing is now called upon to attract to Canada customers from long range points of origin beyond the traditional tourism and cultural (western) affinities of continents such as the Americas and Europe. The author suggests an approach, the ‘publisher sites’, for the Canadian tourism industry to better protect itself against changes brought about by the rapid adoption of a digital marketing mix in Northeast Asia. While citing those one should avoid, he reviews some best practices that make better use of tools applicable to a region that is now the most prosperous in the world.

Voir la présentation en version française: 
Marketing numérique ‘inbound’ pour être trouvé en ligne à travers les sites canadiens de publications dans les langues nord-est asiatiques