Lighthouse Digital has been appointed by luxury car brand, Lexus South Africa, to develop, implement and manage its entire digital media strategy for the next 12 months.
The agency's aim is to work with the offline strategy and create a media solution that allows Lexus to successfully utilise all the media channels available to them. By applying innovative digital media tactics that incorporate multiple channels such as display, search and email, Lighthouse Digital is able to give Lexus a sustained digital media solution that will serve them throughout the year.
Says Aaron van Schaik, Managing Director of Lighthouse Digital: “We are very excited to be working with esteemed brands like Lexus. Developing their 2010 strategy allows us to push the boundaries of digital media creating an ideal platform for strategic innovation and growth. As the market's confidence in digital media increases, we look forward to seeing more brands, like Lexus, opting for sustained digital media strategies instead of once-off campaigns.”
The decision Lexus has made to take on a more sustained approach to digital media and move away from a campaign-to-campaign approach is largely due to an increase in the general market's confidence in digital media. This combined with the increased emphasis marketers are placing on ROI (return on investment) worldwide it shows that measurability and accountability are critical factors when determining advertising spend.
Lexus is known for product quality and customer satisfaction. The driving force behind every division of Lexus is to enrich society through the manufacturing of world class vehicles, in the ongoing pursuit of the perfect car for the perfect moment.
Lighthouse Digital is an independent online media agency that offers a results-driven, integrated service offering that encompasses digital media planning, tracking and analysis for display, search, email and mobile media. By combining knowledge, technology and strategy with powerful buying partnerships, Lighthouse Digital applies creative strategy that is targeted and cutting-edge meeting clients' objectives and ensuring a maximum return on their advertising investment.