Digital Strategy Case Study: Lighting Illusions Australia Analysis

This case study examines the digital strategy of Lighting Illusions Australia, a Brisbane-based company specializing in lighting products and ceiling fans. The analysis covers various aspects of their online presence, including website effectiveness, social media engagement (Facebook, Twitter, Instagram, LinkedIn, YouTube, and blogs), and digital marketing efforts. The study identifies the company's point of difference, target market, competitors (particularly Beacon Lighting), and marketing communication challenges. It assesses the company's ability to leverage digital media, integrate marketing, and measure digital performance. The case study highlights inconsistencies in the company's digital strategy, such as a lack of a clear brand image, infrequent content updates, and limited customer engagement. The conclusion provides recommendations for improvement, including enhancing the website, increasing social media activity, offering online testing options, and engaging in data mining to better understand customer needs and improve online sales. The study emphasizes the importance of a cohesive and effective digital strategy to enhance brand awareness and compete effectively in the market.

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

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Instagram...............................................................................................................................14
LinkedIn.................................................................................................................................14
YouTube................................................................................................................................14
Blogs......................................................................................................................................15
Frequency of use of digital and social media tools....................................................................16
Examples of content shared.......................................................................................................17
Strategic user engagement.........................................................................................................17
Measurement of digital performance.........................................................................................17
PART-B.........................................................................................................................................18
Recommendation.......................................................................................................................18
References......................................................................................................................................20

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
PART A
Overview
Lighting Illusions is an Australian company, which offers technologically advanced and
innovative lighting products and ceiling fans. They use a tagline “The name in lights”. The
company is Brisbane based and was founded in 2003. There are two retail stores in Brisbane and
other two are in Kawana and Fortitude Valley. The store in Fortitude valley seems to be the ideal
LI store which other stores follow. Within a year more three stores will be opened. The company
also serves through online. The company sells different types of lighting for indoor to outdoor,
LED lighting, Ceiling fans, exhaust fans and globes (Lightingillusions.com.au, 2017). 60 of their
sales is covered by fans and lighting and only 5-10 % is covered by specialty items. The
company logo has been redesigned recently.
Point of difference
Lighting Illusions values customers the most. They understand that every customer has
different needs. They access every customer’s need and provide them with best range of
company products. The online service is also provided for the customers who are too busy to
visit the stores. The customers come and visit the stores and try out different alternative options.
They can test different wall lights and decide upon the most suitable one. The store visiting
customers often test out different fans and check out the products’ service, this helps them to
compare among several options and opt for the best one according to their need and desire.
However this offer is only limited to their offline customers.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
There is an ongoing demand for this service online as well. The company can actually apply
some business strategies and offer the option to their online customers as well.
Budget and platforms
The company performs on several platforms. Many digital platforms like Facebook,
Pinterest and Instagram, advertising through various search engines, televisions, catalogues and
magazines. The budget of 19000 is divided across through various platforms. The company
sends 21000 emails to individual customers on every Saturday.
Target market
The offline customers mostly live around 9 kilometers of the Lighting Illusion stores.
Maximum of the customers are the home owners who are redecorating their homes. They are
mostly in hurry and do not want to spend much in the lighting. The company mainly aims to the
customers of age of 35 to 54. Female customers are given special value.
Competitors
The market is quite competitive. The market is national based as the voltage difference
seems difficult for the company to catch the abroad or world market. Beacon Lighting acts as
Lighting illusion’s main competitor in the national market. They apply an effective strategy of
using a television platform for their main promotion. The show ‘The Block’ is in partnership
with Beacon Lighting and the two leads of the show are the company’s promotional faces. Other
competitors are JB Hi-Fi Limited, Harvey Norman Holdings, Myer Holdings Limited,
Warehouse Group Limited, Super Retail Group Limited, Osiris Holdings Proprietary Limited,
Muir Electrical Company, Cotton on Clothing Proprietary Limited and DSHE Holdings Limited.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Marketing Communication problem
Since the inception Lighting Illusion has been applying some limited and specific
marketing strategies. The brand awareness must be grown. For that the strategies and operation
plans must be coordinated and integrated. The brand must be unique and effective which will
help them to race ahead of their competitors.
Main competitor
Beacon Lighting
Beacon Lighting’s website represents the brand image clearly, even though no tagline is
shown at the top. The use of yellow in the logo seems appropriate. The website offers a live chat
option for the customer assistance (Beaconlighting.com.au, 2017). The use of red, white or black
with well designed advertisements look appealing. The catalogue is systematic as all the services
are at one place at the bottom of the page.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Criteria Observations/Examples Rating

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Ability of digital media
to transform the
organization: Broad
vision
The mission of the organization is to provide
each customer with quality, practical and
effective lighting solutions. Digital marketing
is the most effective strategy of modern
business (Ryan, 2016). The marketing offers
the company with necessary information,
goods, ideas and services. The use of
electronic data and platform for concept
generation and execution can help the
company to achieve the goals.
Lighting illusions use few of the available
social media platforms. However successful
social media marketing is a difficult task and
collective responsibility (Tuten & Solomon,
2014). The conversation and communication
between the company and the consumer is at
root of the social media strategy. Successful
social media marketing brings more revenue
by engaging and attracting with potential
customers and enhances the brand value.
The company’s strategy for store and digital
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DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
platform are different. The corporate image of
the company is not presented and Lighting
solutions does not put much effort to represent
its corporate image through its digital
platform.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Integration of
marketing, IMC and
digital strategy
Few inconsistencies can be experienced in the
company’s internet marketing. The
communication between the customer and the
company through their digital page is not
coherent. The customers are not supported
through several messages. The company must
maintain that the messages they are
communicating should not appear
contradictory.
The inconsistencies can be experienced in
different pages, like in EBay there is different
logo for the store, in Home show there is no
logo and color inconsistencies, in Yellow
Pages just images and only 16 seconds for
Television.
The company’s digital strategies fail to be
effective. Many different messages have been
communicated to its customers through
various platforms, which are resulting in
confusion.
Lighting Solutions should be more careful in
delivering messages in different platforms.
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DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
They must utilize the opportunity of sending
their messages to many people in the cheapest
way.

DIGITAL STRATEGY: A CASE STUDY OF LIGHTING ILLUSIONS AUSTRALIA
Digital strategy The company’s digital strategy is not very
effective. The digital strategy is expected to
expand the company’s benefit. The brand
image is not clear, the value is not represented
and the customers are not well assisted. There
is no balance between the information
technology team and leadership of the
company.
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