Digital Marketing Management Report: Analysis of Hyundai Motors

This report provides a comprehensive analysis of Hyundai Motors' digital marketing activities. It begins with an overview of the company and its position in the automobile industry, emphasizing its global presence and significant workforce. The report then delves into Hyundai's digital marketing strategies, focusing on its use of YouTube, Twitter, and Facebook to engage with target audiences. It examines how Hyundai segments its market, targeting both mid-sized corporations and small business owners. The report analyzes the digital marketing techniques and tools employed, including social media analytics, and the development of campaigns like "BeTheBetterGuy." Furthermore, it identifies strengths such as effective customer communication and competitive tracking, while also pointing out weaknesses like limited platform usage. The report concludes with recommendations for improvement, suggesting the expansion of social media platforms to enhance customer engagement and brand promotion. Overall, the report underscores the importance of digital marketing for Hyundai's success and offers insights into optimizing its future strategies.

Running head: DIGITAL MARKETING MANAGEMENT
DIGITAL MARKETING MANAGEMENT
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Abstract
The report is based on the analysis of digital marketing based activities which are performed
by a modern organization. The company which has been considered for the analysis is
Hyundai Motors. The ways by which Hyundai Motors has developed strategies in order to
connect digitally with the customers has been analysed in the report. On the other hand, the
tools which are used by the organization in order to conduct digital marketing activities are
also analysed The strengths and the weaknesses of the strategies have been discussed in the
analysis. The report has been concluded by providing recommendations based on the ways of
improving the digital marketing activities.

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Table of Contents
Introduction....................................................................................................................3
Discussion based on digital marketing activities of Hyundai Motors............................3
Two market segments which are targeted by Hyundai and the positioning strategy.3
Analysis of digital marketing techniques and tools...................................................4
Three strengths and weaknesses of digital marketing strategy..................................6
Conclusion......................................................................................................................6
Recommendation............................................................................................................7
References......................................................................................................................8
Appendices...................................................................................................................10
Appendix 1...............................................................................................................10
Appendix 2...............................................................................................................10

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Introduction
The Hyundai Motor Company operates in the automobile based industry of South
Korea which has its headquarter in Seoul, South Korea. The organization was established in
the year 1967 along with the 32.8% subsidiary which is owned by Kia Motors. Hyundai
Motor Group has thereby become the third largest manufacturer of vehicles in the world. The
largest and integrated automobile manufacturing based facility is thereby operated by
Hyundai which is located in Ulsan, South Korea. More than 70,000 people are employed in
the operations of Hyundai in different areas of the world (Hyundai.com., 2018). The vehicles
of Hyundai are further sold in greater than 190 countries with the help of 5000 showrooms
and dealerships.
The report will be based on the analysis of digital marketing related activities which
have been performed by Hyundai in the automobile industry. The techniques and tools which
are used by the organization for digital marketing will be analysed along with the strengths
and the weaknesses of the strategy based on digital marketing as well. The report will further
be able to provide effective recommendations based on improvement of digital marketing
strategy of Hyundai Motors.
Discussion based on digital marketing activities of Hyundai Motors
Two market segments which are targeted by Hyundai and the positioning strategy
The segmentation based process has been implemented by Hyundai Motors which is
helpful for the company to maintain its position in the industry with the help of effective
products. The organization has thereby implemented psychographic and behavioural
segmentation process in order to divide the market into different homogenous groups. The
groups which are developed by the organization as a result of segmentation are based on

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different economic segments. The organization aims at entering the premium segment with
the help of the SUVs which are offered to the customers (Confos & Davis, 2016).
The primary target market which has been developed by Hyundai Motors is mid-sized
or large-sized corporates. The secondary target market on the other hand is based on the small
business owners and the entrepreneurs. The organization thereby aims at providing the
products and fulfilling the needs of different customers in an effective manner. Positioning
strategy is considered to be the most important part of different driving forces which are able
to affect the market. The organization is thereby able to use a mixture of value-based
positioning strategy and product based strategies in order to create a major experience for the
customers instead of just selling the products to them (Holliman & Rowley, 2014).
Analysis of digital marketing techniques and tools
The major digital marketing based tool which has been used by Hyundai in order to
operate profitably in the automobile industry is YouTube. The organization thereby aims at
engaging with the target audience and to develop interesting levels of interactions as well.
Hyundai Motors had released some advertisements on different social media based channels
in order to attract the customers. The organization also received many recognitions for best
advertisement based ratings related to YouTube (Järvinen & Karjaluoto, 2015).
The number of followers of Hyundai on YouTube had increased by more than 90%.
The strategy which had been developed by Hyundai was a major reason behind the immense
success of Hyundai in the industry. Twitter and Facebook can thereby be considered to be
two major channels of digital marketing which are used by Hyundai Motors. The social
media based activities which have been conducted by the company in the automobile industry
are quite similar in the US and India. Hyundai has thereby received a major position in the
automobile industry with the help of its social media presence (Kannan, 2017).

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The social media based presence of Hyundai Motors has played a major role in the
ways by which huge number of customers are engaged with the operations of the company.
The social media or digital activities of Hyundai Motors had started by its Facebook page in
the year 2011. The levels of engagement which had been developed by the Hyundai in
different areas have quite impressive with the help of proper usage of social media presence.
The process of social media analytics is able to play a key role in the ways by which the
campaigns are able to affect the operations and profitability of the company (Kingsnorth,
2016).
The road safety based awareness campaign which had been developed by Hyundai
Motors in the automobile industry had played a major role in the development of the
organization. The campaign based on road safety was thereby known as “BeTheBetterGuy”,
which was successful in making instant connections with the customers. The new brands and
products have been launched by Hyundai Motors with the help of social media based pages.
The levels of communication which have been developed by the organization in the industry
are also considered to be a result of the social media page of Hyundai Motors (Leeflang et al.,
2014). The new strategy which has been implemented by Hyundai Motors in the industry is
based on different techniques which include, infographics, emoticons and pictograms.
Hyundai has always proved itself to be a brand which is customer oriented in nature (Tiago &
Veríssimo, 2014). The social media based strategy of Hyundai is thereby based on ten major
points which are,
 Integrated communication based approach.
 Focus on the specific channels.
 Primary partnerships based on social media.
 Mapping the target audience.
 Communication which highly compelling in nature.

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 Social analytics.
 Social listening.
 Competitive tracking.
 Engagement metrics.
 Branding with the help of social message (Taiminen & Karjaluoto, 2015).
Three strengths and weaknesses of digital marketing strategy
Strengths of digital media strategy – The major strength of the social media strategy
of Hyundai Motors is based on the messages which are provided to the customers. The
process of developing communication and connection with the customers is also considered
to be a major strength of the social media based strategy (Stone & Woodcock, 2014). The
strategy is also based on the ways by which target audience of the organization is mapped and
the messages are targeted effectively as well. The competitive tracking based process used by
the organization is considered to be helpful for Hyundai Motors to operate in the automobile
industry (Ryan, 2016). The digital marketing based activities are highly important for the
sales based operations of the organization in the automobile industry. Hyundai Motors has
been able to reach huge number of customers within less amounts of time.
Weaknesses of digital media strategy – The weakness which is related to the digital
marketing based strategy of Hyundai Motors is related to the limited usage of only YouTube
and Twitter for digital marketing. On the other hand, the strategies based on digital marketing
of Hyundai Motors are used effectively some parts of the operations of Hyundai Motors in
the world. The importance which has been provided by Hyundai Motors to the digital
marketing activities is not enough to attract the customers towards its operations in an
effective manner (Spiller & Tuten, 2015).

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Conclusion
The report can be concluded by stating that Hyundai Motors has been successful in
developing its position in the industry with the help of proper strategies. The digital
marketing based techniques of the organization and the social media presence is considered
to be an important part for the success of Hyundai Motors. The market segments which have
been served by the organization in the industry have been divided with the help of proper
analysis of their needs and demands. The customers are thereby provided with effective
products in order to fulfil their needs as well. The techniques which have been used by
Hyundai Motors based on digital marketing based activities are considered to be effective in
nature. However, the organization needs to be make some major levels of improvement in
order to increase the levels of presence in the automobile industry. The activities based on
digital marketing are considered to be important for the successful operations of Hyundai
Motors in the industry. The operations of Hyundai Motors can thereby be improved with the
help of proper improvement of the organization. The proper usage of digital marketing
techniques is thereby considered to be an important factor which can be helpful for the future
operations of Hyundai in the automobile industry.
Recommendation
Hyundai Motors can be recommended that the digital marketing based strategies
which have been implemented by the organization can be improved by implementing more
social media based platforms. Facebook can also be used by Hyundai Motors in order to
promote the products to target customers in an effective manner. The organization can further
try to expand the customer base and target the products in an effective manner. Hyundai
Motors has always targeted the young customers with the help of its social media strategy.
The organization can further improve the operations by targeting the social media strategy
with the help of other major platforms. On other hand, the organization needs to engage the

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customers who belong to different age groups with the help of different social media based
strategies that can be implemented by the management.

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References
Confos, N., & Davis, T. (2016). Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing, 50(11), 1993-2017.
Holliman, G., & Rowley, J. (2014). Business to business digital content marketing:
marketers’ perceptions of best practice. Journal of research in interactive
marketing, 8(4), 269-293.
Hyundai.com. (2018). Home | Hyundai Worldwide. Retrieved from
https://www.hyundai.com/worldwide/en
Järvinen, J., & Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, 117-127.
Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Kingsnorth, S. (2016). Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and solutions
for marketing in a digital era. European management journal, 32(1), 1-12.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Spiller, L., & Tuten, T. (2015). Integrating metrics across the marketing curriculum: The
digital and social media opportunity. Journal of Marketing Education, 37(2), 114-126.

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Stone, M. D., & Woodcock, N. D. (2014). Interactive, direct and digital marketing: A future
that depends on better use of business intelligence. Journal of Research in Interactive
Marketing, 8(1), 4-17.
Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing channels in
SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business Horizons, 57(6), 703-708.

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Appendices
Appendix 1
Appendix 2

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