Digital Marketing Strategy Portfolio of Lexus Car Brand

Running head: DIGITAL MARKETING STRATEGY PORTFOLIO OF LEXUS CAR BRAND
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).