DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIATable of ContentsPART A...........................................................................................................................................3Overview......................................................................................................................................3Point of difference.......................................................................................................................3Budget and platforms...................................................................................................................4Target market...............................................................................................................................4Competitors..................................................................................................................................4Marketing Communication problem............................................................................................5Main competitor...........................................................................................................................5Beacon Lighting.......................................................................................................................5Ability of digital media to transform the organization: Broad vision.........................................7Integration of marketing, IMC and digital strategy.....................................................................9Digital strategy...........................................................................................................................11Evidence of search activity........................................................................................................11Brand messages.........................................................................................................................13Degree of company involvement in community management..................................................13Social and Digital media tools...................................................................................................14Facebook................................................................................................................................14Twitter....................................................................................................................................14

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