FRUM

Companies’ marketing strategies are rapidly shifting from using traditional media to digital marketing. The use of media such as websites and SNS and N-Screen is increasing exponentially. More sophisticated customer analysis-based targeting and information delivery are being studied through development in technology such as big data analysis.

Hyundai Motor Group needed to build a new digital marketing strategy to respond to this rapidly changing market, so we started the project with the purpose of securing fans unique to Hyundai through a digital marketing strategy based on the Modern Premium philosophy.

By analyzing emerging technologies, we were able to select a technology that could be effectively applied to digital marketing strategies, and identified our key success factors by analyzing a number of successful cases using them.

We derived new technology-based digital marketing ideas based on the connection between the value of modern premium and the key success factors. By establishing a new digital marketing strategy through the convergence of new technologies and creative ideas based on business and brand strategies, we are continually presenting new directions for Hyundai Motor Group’s digital marketing strategy and execution.