Contextual content strategy: Lexus’ approach to personalization
Posted Bya Luxury Daily columnistOn In Automotive,Columns,Featured,Industry sectors,Opinion | No Comments{"ct":"DgTgmsLzSdYmpMyVOK+6dbIj\/C4RYii5bIALSqlXvc3zrhMD4l\/9LFhz7cnniKM1wsWWj8qmIH+E2FwY1J6ouODt3A8FQ9QIiH35e0wb\/SXTSi78v1\/fFF5EewGNkvkGM1ZfhyZ8LHas8EGiXNQwCvowB2MXLBpEJirQLAiTGs8d1Y2K\/mgxOVL7tPVP0FcgvdtNLCfaTOZimd3\/BHjzbdGsxJOllPmABh+IbjigMUPVKJwxSnZ7Tr4SnEnX3nz49K9uzOFBC4VQu2YZmo4Tn7Ip6gqAf9cP\/BjA\/bPK3WPTF7eYVMT8+a3JGhfvuUVOuQWx0pgfVgo9ovRHbhjlEgh\/7FmcrqcP2mYa69VTTX9W8W+kcNWUVKN5bcnJdRZw3MWfWv7e4TWQ\/w00QuZ2CwlcD0jEmbjz8pCeNQN7udQ\/sEC7fL6DbqAY3dtg2g5n0q1WsZHlN94Mh2b+TP30QzaFp2\/LrL87N0VmisI7hVXgvSckP60nDP3V79zlrYWzEWx8oIKD+6tfWfHSlcDxicxSmbZgHTfheXi\/C3guVSNFUrE21P+JrHewp9LoyHFCZZCC4OpR1wq\/7E5Sl1TCsIF1+J3+FaAN+4X7UwbraPcGuScKLw\/5cmUuEgAIGgGX+sxKU15BaBLDvhkM2sNY+KneRsE9twwGUYljUiaLiAE\/WCQxWwGql8ZmbSEeetk59w4Vr4M1mMlTl0AXu2Xoo6E4fZdeXVjgpTMs74xf7\/ZpBTEuQSR0XM\/lWQsE1DXMtcMwzrFG00Vh4Qy2Zfcsdgy3LZJLyMQlFKxzI3DKDPe7Vd692jFN86RZhPc46mn2WXt1cK28YX0pfYowdjXbm0OLD9p5DUZvkbW4KCtEMonFz4qtFvuFUrisq0tAtAklkeaIucTGiJ5i5TVFkGShhpypHls0QOzUSz14otwCz7fzGUAatsQL20VZ+38XzjriouiyzoT3Q+o2yF2\/qvHRNIqYBjZnCrA8RyTgU\/eR19rbZfthKbfZBFejhMs03T678FRsGcqAztrJ2nfxK3DQmkmH3K3uGi9\/Yer\/C+mF7STFpQcMP0I3bRnyYOu+itL7\/ogudtqBA0r9DYbXA35OuL+GGyMICLxuOSKbPFWWUnzUPfgCMEpV+YxEY+ifH2B6TJFe\/GaIrwN8PDA0bAYqztUViEa2zG3xGQLfLDsnh3+KwCq0sipmhOV8mBGPP\/qccfs4WgoRdqmgWXtHkfH5gPOolApOnYxDjqQpcOsnril1IPh8XAaVUHzSo6EmM9MALfK7FYjPRlZ9gCpra46rjqGWg5Bkj7N7Ne38ziAHfk9JmogymdSMZrXUkyHLNKsEFB7OB\/Rnb2t26ZqSAvxLlzt38UhGSJGgxKOg3PcDTa\/iLWe8PDITSfYKV350ytPny3E5Hk2VVZS8c1hd5ZCunlJG4IESZaOb8DyXzwtm4qEnCuf12NiospjaoYUBXjDSKv+17aMyjptuG4Lc+37qw9T5nVsYg7KR5EzWTlNJA82TNKv+2GuXPVsm7o2KgGFfRI6BlUjaKJsenmmQMcIq75t3LFbFsge+UH6Yev5cDGCaPirLHBmTuZM2Sl3W8G7zdR01oMnYslTM8eflr3tmXeg9qam8zBDtKiMj4\/GxGe6c6omo9d9tH5nVplryFQgRUfT3rEPtUW\/mzEBZhtSFoPL43lpFd84wuKZ3g7SQI\/bHneG1gBogS2U1AMcQn60AqNHB+VjuIG0ld5a4xuAn\/xiQkb9bjAY79raT6zUdPXbLZurT\/P7KpQ7k5IU9P762VBydmYwZCzw\/5SLuK0OU4NM\/5Tx15dYJdQvj6HXGJAKYTxVx7yfgHtng3kQ7WS5NR485m+AaHRPyuuHI\/CHORVZ3J0G9znt8NSbxvbXuq1C2FXeiR5OU8VTlXQe6MBcjtOs63SRpK4dVhvTxoG\/zg8dDJYdaLvT1RHyyw6NLIXAPsahiKN7aMfIjymqhzhflpntnsnvgFH7pTmENI3wA4YpJ55h77WK7H9Az4KPpwWEjairoSN2HmqV5RBOMS02V\/WaPP7mD+SZTD1udwBR+\/Zt9ThmnOYQ9wS8iYdYxqPaZT0POib3RKSQRj8SKZP8Hj9Dk8LkHvpuwF+94eockBu5ZlygWtdCjjteMMSn0JEO90EhYduI9LXtB554tBfgep661WpcTBLhEbA1d7T4c3Nqgxv5PemMgyZg7EjzREkqISHHgEg\/53kG4FdgABjnVHNoqx2n+ySX5indXwvB3sgXW2XtZ7VYQu\/dwxyQsES1vWmjxSpdxmeJ4xCRq1qSP9jxA1alyeWkA0\/3KdTXMsEjRjmUB\/s\/jMh6gftIqjLOsYXY3ojSrQwEqMCXeFsBkUnJLhRXY8A1YTe0vHTx4D2soRZfMRg7dSgCRRM+m\/ib9UQDwMu016BuwmgPtwxjLiphFyMDGYy+UcI\/ElonefwE2eosbyd2m06CMUu60MiSf\/6FbFrOgFSZRMJJY4yTdPLNQWRhuiFkdrqzhQ7cE1WVhci2BtjwvsNrp2wnvfgs\/En0siKtD0ace7zZ7U2bAQtFXsQztYaCHZUwUqNoNYv6EI+2hys8rreUEwkIW6caY4OjWQCYj43woGFL08FlyC7uP1H+J1yH1Q2spdGv5KH+UamnzcGzKVyMddtZHl9LFvaGBl7AK2nIr59jd\/bAUndp01dsL5GTPv74tWxjbzNtLqb9Z5OSeUZwBT1ZGd\/HGyMFHHiADbaJkx0mLUhZgTP2cEhORYCWkUjr6IoLi4rf6bE\/tJxMdAD73XbQBq+dQc\/ATkG6bB4CzqoIqT+HcsN49movhkg8EPvHIt\/AX9pLgGxyx\/daRY50pG7xiSelRXNIcL6DCMQFmgyifvJqbAXGgoPcBLpGSE9HfEkXY4UjXdTg0gug8HS\/BI3i335nk+7v3rXwzM\/JDvM2X1ie5LNK6OpURKqkLGASMvLaj0FcXhNpegJubv6ACXbqwsI2XNxu\/DAVJNRKziSorZN8a2tlDAkiJzGhIyKDfsol0gG1C2bWftS6VQLsPFicXh3O8zQaCAIEImxyfgu+BgEyUku2Ev6nyhcM+oVGMNHcevBBEioFYB\/9O9INtt7vM3EVgYHgzOc+W9xIfIrLL9Ee4AS3Eeb5ZtoAfaVermxE86kb0X++nXXa9iOFY7iMc4rxgCA7mmr+EbsyfWH2k48pY3AzLdZkXkkKyby42GrB6CMX3Gk26X0pFNGvmnlI\/3R8VP\/++LvD1cQU5UwVOq7ldlXaYOPJAG2WCONdK+t3LD7BN9w3tfTE7ZhN4jRr6ZxioujKbjVF0X\/bfxUYFU4xvw94CkQctUfmAqAf5OETxXlmYe4uTukb1EHSzSFMcgb69JCnQmdAtL1UhPo+WzbJWUrCt952Z4m\/fnCLQNyjC7GDIL2RK6kKFyrjqv2bnwh\/VpEKhQsgPu53hw5hAhAo3Jhyp0i9FAxC7RaynCMe5cXMKXKBsCrwgJ25EnfUXwKLef5XJkL92B7XFDuaWlo3ay64K3gnAEfykIJImJOwASKKFPRNUAxBKd1jhmKTKUSrY7WNLeZidXu8kR4NrzUKwNBptOdAk2NiSL3oFN+tKAKLmF46MrFnCeZcZimof6NpBIEAPRvrOQ6em1FwBrQeK+iB2N3vt\/Sv25ow3IIb0sJyAukLyKX2nzRZObn+s4+y8F\/7Gk82x+N9mju6gUNT38PknY5DJo9SQx0q1IH59PPqBLu+Ag3l314b4Q4py3kAqgtlObYtdXiUakLaMyxHA1c8eVvYjj69eWUtp\/iYknZsEz8dHajJoDeOGp\/0VjfbyV6j1VcLzetsqeCqGikzK8W0GpVcYgDKrQrbcON9UWFCjpshvU0XNYMII7avgYaetdO9zAaFescy6wMHdyVQA59ThdLlNahiVArY91zS1Hr3Wd53mr5TridhdiPve6o+x3uhriIF2b6G1pjvoJ9HEwfLh5kaajuumQMQc2gLy5jjzvtiMkkDHTi3P0HWiFRl736bGbJanLtxQNGEtTDmkx1fX9EzhT411h3hSWGLPc3VIdx1Wq5405xV5HE39lY9Gwd5AZ9G8U+6ESG9ef8KoWwU\/7Nh7yJ2xuOA\/Axp88wE3BevZX4ZJllFlaUINpYBQI8wKm18XY84P1gm3UCN3PNbM4i+EfiNr085d0UYBFbMIBdztWXJe2W2gZmOv9EuWOVZUh5SOiQDzQzVUoO+AU6pijWxOm57M91uq0WFVnPyM18ZlJSDOrkS0u+\/ClvRmB0FYwNtZSbX9rdO+B4xZ+a+0HlgWQX4uDAo1LgSnbSg70UYoGTPevG1NFpeWv1lykaT1ShfADsM4BfmlnRrXRNTgUlxlVtyp1tv5a2XG+DeD3e5zB\/a59Z9HW94J4ThUwBaAyczPyoQTGtFk6ZoVEi5jWA+Ja05mxTL+UoOO5SgenI0Sw9iBToPyVAjDNvb72FlvtjvIWxUoUVdPZngLcMpaRkQ8Hx6ON3MFGlymo9CAyJkGurFXpmUZK7imaMTOu97yP5cIgdAUReZ9dj5WzEr04A+NqaTU1HeHNsUNRtMBREnp9FAJ8tTaTmvs1hqCFz+abCWv0UFw9+BxC6fHglwNtQZ94GqPz0cwclkd3BCyRsi3Q7gG70QMy2K6RyrZHr9i1hOdFdJUuxZus6B\/UeBIy0uMqzuET03Z4dTSw+cWW0u1aHc84dkvqVdm9sFYTNyniuPg7MXHKxKIN9NFsQZYlOM57z9yTdEAHXRwbzzN1cDmOmLA6Ul\/CYGTF90QqaCRyKX8LgZv+1h6DcvvtQ3vSrTpdQAXFI62ZD\/oA2Dz4d9kIzcdriagBQbiK7ghI6jR6DNbmUGwMUc\/xsJqpwLut+zkhY8jAmYm6voG8+YzgZlJjQtFZz70A0WtqQW3qKwU2fnXhT5Zg2Sq0t59IKPqrmF8WFFvKC8nOrR4QY8mtwPcsMMqsm\/IVp+sCIErcDhNeyeZVGkzrXEVsuulMVA+fFBptuHkIJCg4jQp4\/UdWjzsSRwCkNbd+\/tZm5zkGucy17P3KWrwjOnQqpKJ1Bl03FFByp+G9nVVX55A4dphQ8SDpfjD4Lbt5izLLLiBTkxBcTQFuWYhUUfiZrlfTImrVpSU\/ATYuWJoZUBmYSKDqN4BMbpwfwlKyhFEgj7tZzfjhhOzamCuwfeWZj6IaGLI\/LZYkRkoqv6EWYpsOrRgWBFIAITVk75nAxl5Yrcr5JE1UYLE4UUoUxv2vA2x\/CVDuM\/ez9Myb7JPh9m8qxEnHUv1zUoOZ8D1ckYQHHnLVKx17HRkQz5vlLaTV4GQswmH\/7sgaN9fmfhNjw08nS2m+n\/vARYChMfNHgNYjf3WgI1qa311xogE0sB3WreBm27PLyLz9wtkbEsxcOxlDKBE9P8\/GfaqnxEOY86xeQBikdMLHVg\/No0m4T8FnK9lzUQUPtmXUxmDYEbLMUwx58tfTAYOkA6uJfaCia9DfHVsbReZbxJ+IRO5nquDXkWaW0IoWKfVIqDvkuBP7dChH9\/to59aGEYi\/gbWNjrphYflEzLNk7AyF1wGiUv0sLGaMMJV4y7NqA+h3X7OlMuiagYG\/kUsASgv47KGY+veWe9yMvysFmRi+eQ6+eWhXMMbJLWE5tBudnufACDUdm3HWuQ35WUDVHSq5pgkU1cQd9bxvkLTTp6nUANs3cfxGRehFUWoHdQzdlV6VeBmgUYK37DTm7KS9UOg\/GLeQUsU9MvKU3\/gmSKu0hXKYdoL9AtBQcrgMGu5gBfn6p1p5lMB6Z2Fig21wcTr12ZFAxDObq2W8sDAowavkClGS9yQ3d7kbCgL+Vo9JFTwM8ca\/dkbV38IgfRV4YifbOVxyysBNCXXZbe16WlaGfLYD6M9pNXiuy5BNuBIzNyvO5Y5mIRkrZpvB8o9drbwSE8lT3Z2KbPE9igWMxaKm\/o0EV1xT\/ZPjlrd7tvHnwQj94HVzJk3CiouPAiWeTVVSsqn6FDegOST6onufWAO3x6J3cyEqvbJjk7kNuNfJ4C6937\/f2swCxXh1uU0lNabCsVYJvAPwGwQeW3j8gROkxjqLNAhmIlwBlAIiy6pMLYx64il9a1iTajZZrhIWbpHr7G24GqhHNBQ77L6Y5hKF+zSnTJzYsRiig\/cTq\/JZGi6vbAOoKNRZQnYjJKrbeUWlSTwWgeQ8+Sm2NDHuNy03vLS5wIabvtj3cnly8yixslvi2orcz77Z\/OhTbgFFIlpbHfDdXXJ3mATAF35T7LKDucH32PDylXQi1vsO+lQsxNgJeQMCMoKkqsFX11IZqM\/SVwM8sswxtzTXE8U\/UmUeWqzw0L23cpyRi6EQpPrQvEHGhAfILeqbpWxomJBSPGuOIpjHFkcQyHNlnpNefG2TDZpmZ2TejniQEmsnXYPFtXIId2RN3r0DLBxIYiw+9ruc4BwfcY0loeNT4KoIXK8bRd\/foS\/CRyEmo+e8WU+VfN8QBCy5T3tB8DWA9Ys4NZMIOYQLXyxZxYyIFljBJQYFY6hw8H4WWIwFRsXltUXbDehMymsiJbq\/Jl0lnPScDE+WJpb4688oQidv3VpmbLER0OkP94po+9CH+x2ceURfZVRiPqf22676wnhGoHjPs3gkL23zYKH8XjgZvxWuhehxUQJ\/kmKqGKFI5ccPukO+MzHA4xGV4BkZju\/HRpU8yM7nmCHZY0Y7\/StnGBYtIv6+JciBK6UU86Ps0g4u7LzLqKMLOwgZsuPutraR5JgBjEVQi2cx9h5XhlMoL2Bt7g+f3eoh\/gaffSCSgeymkcNBmPDTgipmCeScUgqWDrOafYmvdJDXzDGmr7yieHVq0ONXEMEd3LE1g0QXnoT8JBabhkPok+GORgBwdgL8vT6IEObvqi9ZZUHnW4zpm7djv5WDNeuM1AUBTUrXv887mcQJ96nQhO5wbXVUZiivnR4odpgbl9PeFRtaEvMTDzbsehQVjuqZoSQS9yA63YbQOruHv8n5JX7obWg1MnFn\/7ARgI4Mnz4kiXj00GSJuo\/XQ77zXHAJ9LxNzGCo+0CZT9EyGhydXKkDV0vdqRl6Hfk4aBRhM00sHfpyD3kHR\/QVH6fHlKT2rvuFEjRgwfAbvsFET3nHIJ7mjv5N+DSSnmDC6gyxGkWOCkUjJixOgjHbv9NzgH6Yd8AKeQCOe2iCSgUTcXWRjmGCoRT9n3d4amOQLGEdpjnZ\/EOWIxpkQ6Q\/wISuEyGj0VZzcJ6","iv":"c123c06772f935644bf1fd0debd79100","s":"f326b554934db925"}
Lexus: Home is where the art is. Image credit: Team One