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":"f9d8feb954b88932b4c2e4f5383c16fb","s":"3b7736da65a00ab3"}
Lexus: Home is where the art is. Image credit: Team One