Contextual content strategy: Lexus’ approach to personalization
Posted By a Luxury Daily columnist On In Automotive,Columns,Featured,Industry sectors,Opinion | No Comments{"ct":"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","iv":"c0b58af351ba6cafab9f04ff1a2e90c2","s":"66f96318bee62620"}
Lexus: Home is where the art is. Image credit: Team One