Digital Marketing Strategy Of Hyundai Motors: Market Segments, Tools And Techniques

Discussion based on digital marketing activities of Hyundai Motors

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.

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 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).

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).

Two market segments which are targeted by Hyundai and the positioning strategy

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.
• Social analytics.
• Social listening.
• Competitive tracking.
• Engagement metrics.
• Branding with the help of social message (Taiminen & Karjaluoto, 2015).

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).

Analysis of digital marketing techniques and tools

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.

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

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.

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.