Digital Marketing Strategy Portfolio of Lexus Car Brand

This document provides an analysis of the digital marketing strategy development issues of Lexus car brand and identifies its target market. It also includes strategies for Facebook, Instagram, and YouTube.

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Digital Marketing Strategy Portfolio of Lexus Car Brand
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2DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
Table of Contents
Introduction..........................................................................................................................3
Digital Marketing Strategy Issues.......................................................................................3
Target Market......................................................................................................................3
Facebook Digital Marketing Strategy..................................................................................4
Instagram Digital Marketing Strategy.................................................................................7
YouTube Digital Marketing Strategy..................................................................................8
Conclusion.........................................................................................................................10
References..........................................................................................................................12

3DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
Introduction
In increasingly competitive business environment brand management has turned out to be
vital marketing variables and the purpose of the digital marketing strategy of the company is
focused on increasing perceived value of consumers’ products along with increasing bead equity.
Lexus is positioned as luxury car brand from Japanese automakers Toyota Motor Corporation F,
(G., L, R. and F, R. 2019). The objective of the paper is to analyze the digital marketing strategy
development issues of Lexus car brand along with recognizing its target market. Moreover, in
developing an effective brand image among its target audience effective digital marketing
strategies through Facebook, Instagram and YouTube social media channels will be developed.
Digital Marketing Strategy Issues
Lexus is observed to deal with issues in developing effective digital marketing strategies
in attaining an increased target consumer base. The company has limited exposure to the
potential consumers as it just promotes its premium and costly cars (Baert et al. 2016). The
company is recently dealing with issue related with attaining increased reach among the target
audiences through promoting new features of the Lexus brand. The digital marketing campaign
of the company is not that effective in promoting its luxury brand because of the rapidly
changing online marketing world (Berman 2016). Moreover, emergence of increased social
media marketing is facilitating the company’s competitors in attaining competitive advantages
through developing creative ads.

4DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
Target Market
The target market focused on which the Lexus brand is intended to develop effective
marketing campaign is the premium market segment. The premium consumer group will be of
high income class, belonging to the age group of 20 to 40 years those are highly active on social
media and considers attaining reviews of a brand from these sites (Dery, Sebastian and van der
Meulen 2017). Lexus brand has targeted the upper class of the society. The target market
demands for sleekness and elegance that can provide them with a smooth ride. Moreover,
another factor that persuades the target market is their own personalities and self-concepts along
with having a smoother drive to the city areas. Moreover, lifestyle is another influential factor in
better choice of cars (Frausto-da-Silva, Grilo and Cruz-Machado 2015).
Facebook Digital Marketing Strategy
In order to increase visibility of it cars, the Lexus brad can focus on creating several
unique advertisements for Facebook those can be mostly video advertisements that can serve as a
new approach to developing creative advertising campaign on social media. Facebook can serve
as a personalized advertisement campaign that is relied on the desires and likings of the target
consumers that will portray “live, play, activities and travel” among the youth target audiences
(Hanna and Rowley 2015). Such advertisements can persuade them. In implementing this digital
marketing strategy Lexus brand must consider developing “Facebook Live” to increase
interaction with the automotive enthusiasts those are target consumers those think about
customizing their desired cars. Such advertisements can increase social media conversions with
an increased target consumer base along with attaining increased response for developing better
social media response from the consumers (Kaur 2016).

5DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND

6DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
In launching the Facebook advertisements, Lexus must make sure that such
advertisements attain enough reach with amplifying their activations and testing the
advertisements through “Facebook Live” beforehand. Before implementing Facebook Live
digital marketing campaign, Lexus brand must experiment with the crowd sourced design along
with the live element in order to unveil an airshow (Ryan 2016). In improving target audience
reach and visibility of Facebook advertisement campaign the company must employ a
combination of organic increases through attaining earned media partnerships, sharing and paid
placements. The Facebook advertising strategy of Lexus must also develop its creative Facebook
strategy must be focused on featuring a series of videos with multifaceted messaging. Such
advertising strategy will be focused on demonstrating the manner in which Lexus cars offered to

7DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
consumers with highly innovative upgrade to the typical SUVs can attract a new target audience
that will be social along with being highly engaged (Yang 2018). The video ads in Facebook will
have the objective of targeting consumers in a 3months timeframe and reaching over 600
targeting groups in Facebook.
Instagram Digital Marketing Strategy
Lexus can employ effective Instagram digital marketing strategy in attracting target
consumer base for the brand. Lexus can consider developing innovative and engaging digital
advertising content in order to thrive within the Insta-Car community. Visual storytelling on
Instagram can be used by Lexus brand in developing emotional stories that will be designed to
convenience of their target audiences (Zhang and Liu 2017). The content that will be developed
by Lexus will focus on offering the young consumers a positive association with the brand that
they feel to be highly influencing for them to purchase cars. Regular feeds, stories along with
live streams on the Lexus car models and its features can be highly recognizable and memorable
that can encourage them to visits Lexus showrooms. In increasing the visibility of the Lexus cars
high definition videos and images of cars will be advertised in the Instagram posts that can show
up in the feeds of its followers either through promotions or organically (Hanna and Rowley
2015).

8DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
Videos taken on road trips by Lexus brand cars using vibrant colors in the video
background can indicate the potential target consumers to observe the type of lifestyle demanded
by them and get more associated with the features of the Lexus cars. Moreover, in the company’s
Instagram pages live streaming from the local dealerships is considered to promote flash sale.
Advertising user photos with landscapes views from the Lexus cars or with their vehicle within
the frame can make the target consumers to pay an increased attention regarding the ways in
which the car trips in Lexus can be comfortable. Timeframe for Instagram advertisements will be
for the duration of 6 months during which the brand is focused on attaining increased audience
visibility (Hanna and Rowley 2015).
YouTube Digital Marketing Strategy
YouTube videos can be developed effectively by Lexus Car brand in attracting a huge
consumer base through increasing visibility in tis social media platform. The brand is targeted to
increase conversion rates by 80% after launching is YouTube video advertising campaign for the

9DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
time duration of 6 months. The YouTube ideas will be focused on explaining the features along
with advantages of the Lexus cars along with those adding charity events along with social
functions can be held by the brand in its YouTube channel. Such videos are intended to trigger a
“feel good” factor which is generally considered to have a positive impact on the viewers (Baert
et al. 2016). The YouTube digital marketing strategy for the Lexus brand will consider constant
sharing, uploading and viewing videos on its newly launched cars. Such advertising campaign
will be targeted on ensuring that the unregistered YouTube users can watch videos of its cars and
features and the registered users are permitted to upload an unlimited number of videos (Baert et
al. 2016).

10DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
Few considerations in the YouTube digital marjting strategy of Lexus brad is indicated
below:
 Community mindset: Vote
 Primary demographics: 25 and 45
 Ideal fit: Entertainment and big brands
 Largest opportunity: Generating viral content
 Potential challenges: Conversions, negative comments or word of mouths
 Success evaluation metrics: Subscribers, Rating and Comments
 YouTube digital marketing tools used: YouTube Insight and Tube Mogul
Conclusion
The objective of the paper was to analyze the digital marketing strategy development
issues of Lexus car brand along with recognizing its target market. It was gathered from the

11DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
paper that Lexus is observed to deal with issues in developing effective digital marketing
strategies in attaining an increased target consumer base. In order to increase visibility of it cars,
the Lexus brad can focus on creating several unique advertisements for Facebook those can be
mostly video advertisements that can serve as a new approach to developing creative advertising
campaign on social media. Moreover, Visual storytelling on Instagram can be used by Lexus
brand in developing emotional stories that will be designed to convenience of their target
audiences.

12DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
References
Baert, C., Meuleman, M., Debruyne, M. and Wright, M., 2016. Portfolio entrepreneurship and
resource orchestration. Strategic Entrepreneurship Journal, 10(4), pp.346-370.
Berman, B., 2016. Planning and implementing effective mobile marketing programs. Business
Horizons, 59(4), pp.431-439.
Dery, K., Sebastian, I.M. and van der Meulen, N., 2017. The Digital Workplace is Key to Digital
Innovation. MIS Quarterly Executive, 16(2).
F, G., L, R. and F, R., 2019. Lexus Europe: Luxury & Hybrid Cars. [online] Lexus.eu. Available
at: https://www.lexus.eu/ [Accessed 31 Jan. 2019].
Frausto-da-Silva, T., Grilo, A. and Cruz-Machado, V., 2015. Selection of Digital Marketing
Channels: Application of Modern Portfolio Theory. In Industrial Engineering, Management
Science and Applications 2015 (pp. 585-597). Springer, Berlin, Heidelberg.
Hanna, S.A. and Rowley, J., 2015. Rethinking strategic place branding in the digital age.
In Rethinking Place Branding (pp. 85-100). Springer, Cham.
Kaur, H., 2016. A Systematic Review on the Field of Digital Marketing. International Journal
Of Technology And Computing, 2(12), pp.539-543.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Yang, M., 2018. International entrepreneurial marketing strategies of MNCs: Bricolage as
practiced by marketing managers. International Business Review.

13DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
Zhang, J. and Liu, R., 2017. Popularity of digital products in online social tagging
systems. Journal of Brand Management, 24(1), pp.105-127.