Digital marketing can be defined as achieving marketing objectives trough digital technologies. The car brand Lexus used a digital marketing campaign to raise brand awareness for the companies I.S range. The company aimed to introduce two new models of car. The key here for Lexus was to be curious and keep their campaign simple and smart. Lexus had a campaign target to increase traffic on their website, and also to increase car sales from 10500 to 16000 per month.
Lexus focused on delivering beautiful visuals and detailed facts to customers. They aimed at using their digital marketing campaign to also show the different side to Lexus. They used banners as their weapons. Videos, images and sounds were made available to customers. These were all used to make the car more appealing to the target market, and it resulted in test drive request increasing drastically.
Social media was used as part of this campaign. The videos of the new I.S range were made available on the companies Facebook page, as well as being uploaded to their YouTube channels. This was all in an attempt to try generate customer loyalty. Lexus sent out emails to all their existing customers’ as well as a few potential ones. Recipients could book test drives at the push of a button, things were made easier for them. Lexus wanted to make technology as friendly and easily operated as possible for its customers.
The Digital campaign for Lexus was a complete success. It led to traffic on the company’s website doubling as well as ales targets being reached. It really is amazing how far a little bit of thought and technology can bring you.
Digital Marketing 