Digital Marketing Strategies for Lexus Premium Brand

Digital Marketing
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Introduction
In this report, I will focus on a Lexus car premium brand. Lexus is one of the luxury cars
manufactured by the Toyota Motor company. The Lexus brand is sold in many parts of south and
northern America, Asia, Europe, Oceania and Africa. Lexus is ranked among the top reliable and
quality automobiles based on the consumer and power reports. From 2007, Lexus vehicles set a
new record in terms of selling potential. In 2007, 8.18 million Lexus automobiles were produced
by the Toyota Company (Batra, Lenk, & Wedel, 2010). Out of the produced stock of the Lexus
automobiles, 7.61 have been sold. The selling of the Lexus premium brand is increasing and
targeted to all regions across the world except Asia as well as Japan. The report given by the J.D
reports shows that the difference percentage sale of Lexus between the year 2006 and 2007 had a
positive deviation of +6.2% while the production increased by +6.7% (Avila & Isabel, 2008).
The production of Lexus brand increased from 2006 to 2018 with many customers showing
much interest with the new Lexus premium brand. In the year 2005, the Lexus brand was
introduced in Japan which included IS sedans and convertible SC.
Digital marketing strategies used by the brand
The Lexus brand has been using an online marketing strategy to reach as many customers
as possible. The company has used online marketing gigs such as a blog for advertisement of its
automobiles. The Lexus brand is getting the social type of networking sites especially for the RX
hybrid buyers which enables them to have proper communication between them and potential
customers. The company has been using the car log which is so attractive and description of the
car features for attraction of the potential customers (Oliver, Schab, & Holweg, 2017). The
Lexus Company has been advertising its premium Lexus brand through social websites such as

Jalopnik.com which is marketing and advertising websites for luxury goods and services such as
mobile phones, automobiles and building materials. The company has its facebook page and
Instagram page in which the potential buyer is able to reach the Lexus online support for any
enquiries. The company has employed the 24/7 online support who are in its Facebook page and
Instagram ready for the assistance of any potential customer who is willing to get the information
regarding the car (Verma and Verma, 2018).
Reason why the brand has been unsuccessful with their digital marketing strategies
The brand has not been successful in its digital marketing strategies following the fact
there are many issues of cyber crimes. There are reported cases whereby the online websites
displaying the Lexus brand have been hacked and false information added to its real features of
their automobiles. This has been reported and suspected to be done by company competitors who
destroy the real features of the Lexus premium brand for their personal gain. Currently, there are
reported cases in which the photos displaying the Lexus car brand have been deleted in the
Jalopnik.com website and replaced with porn photos and ghetto children (Faull, 2018). This has
been a big mess in advertising the brand since many of the customers have wondered what kind
of picture the company is displaying on behalf of advertising their brand. This has reduced the
customer's trust with the company especially who read those posts and therefore leaving negative
reviews in the marketing websites regarding the company displays. Lastly, the online
advertisement is not enough for the company since most of the customers are not able to access
the online information regarding the brand. Most customers depend on live persuasions and road
shows which is not the case in the digital Lexus car digital marketing strategies.