automobile industry- hyundai

1. DIGITAL MARKETING
REPORT
Automobile Industry
HYUNDAI
Submitted By:
Archika Singh
19DM047
PGDM

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TABLE OF CONTENTS
Serial
N0.
Contents Page N0.
1 Introduction to Company 3
2 Social Media Marketing -
Introduction
4
3 Hashtags 5
4 Social media marketing-
Facebook, YouTube,
Instagram, Twitter, LinkedIn
6 – 11
5 Website Analysis 12 - 14
6 Rankings 14
7 Traffic Sources 15 - 17
8 Mobile 18
9 Conclusion 19
10 Bibliography 20

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Hyundai Auto India Pvt. Ltd.
‘With over a network of 465 outlets all over India, Hyundai Auto India Pvt. Ltd.,
makes 1every customer feel special with its superior driving experience. Its been
more than 15 years that Hyundai has been operating in India as a subsidiary with its
headquarters in Seoul, South Korea.’
‘Its sales have been increasing every year and 1sold almost 18000 units in the year
2017. Hyundai has been one of the fastest growing car manufacturers in Europe.’
.Currently, Hyundai India has four models in operation, namely:
 Hyundai i10 8(launches in 2009)
 Hyundai i20 (launched in 2011)
 Hyundai Creta (launched in 2014)
 Hyundai Verna (launched in 2017)
“NEW THINKING, NEW POSSIBILITIES ” is the tagline that they follow informing its
target audience that in every journey with Hyundai, they’ll have a hassle free and
enjoyable experience.

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Social Media Marketing
INTRODUCTION
‘When companies use social media platforms and websites to market and advertise
their products online,P it is termed as social media marketing. Platforms such as
 Facebook
 Instagram
 Twitter
 LinkedIn
 YouTube
 Google+
are used by companies to know their success rate and progress in the Industry.
.Nowadays, companies have started using AdWords and Hashtags to theme their
products. Hashtags are basically Metadata tags that companies use on social media
platforms which makes it easy for the users for find the content required. Hashtags
also help in branding kthe company as it makes a mark in the minds of the
consumers. Target customers easily relate to the hashtags and remember them
which leaves a mark of the. company.

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HASTAGS USED BY Hyundai
Hyundai also uses hashtags to promote itself. Some of these hashtags have been
shown below. These hashtags have been taken on Instagram.

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Hyundai India - Facebook
Facebook Page of Hyundai India:
/Hyundai India has almost 1.1 crore followers on its Facebook page with an
engagement of 0.0027%. Their Facebook page is very active and they keep
updating potsp on regular basis. Currently, they are celebrating the Road Safety
Week while using the hashtag #RoadSafetyWeek. From the data below taken from
FanPageKarma, we can see the performance indicators and conclude that Hyundai
India has a post rate per day of 0.6 with the post interaction of 0.0047%..

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SocialBakers show the Average Interactions per Post. In the week of December 10,
the maximum Interactions were 299 whereas when compared with the week of
December 31, the minimum interactions are shown to be only 48. A weekly
comparison can be shown below :
Hyundai India - Instagram
‘Instagram Handle of Hyundai India:
Hyundai India also has a social
media presence on Instagram.
Though, currently, it has 669K
Followers but the data shows 57K
followers which the data of past 28
days. This means that Hyundai India
has recently increased its followers and made a social media presence. Their growth
rate can be seen to be 9.4% which is a positive figure which an engagement of
0.79%. With 1773 posts, we can infer that they keep their fans updated./

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Currently, Hyundai India is associated with the Indian oil association to celebrate the
20-20-20 campaign to encourage their customers and celebrate the 20 years journey
of Hyundai
India.

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Hyundai India – Twitter
Hyundai India has an active Twitter page with over 721k followers where it shares the
tweets related to the upcoming launches and ads that helps the consumer to stay
connected with them and keep them updated. They approximately tweet at the rate of
3.0 per day with an engagement of 0.0091%. With constant updates, they keep the
users engaged and well informed. Performance by FanPageKarma.

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Hyundai India – LinkedIn
With over 195K followers, Hyundai India has a status update rate of 0.1 per day.
Their aim is to welcome their fans and the curious consumers so they know about
the brand and have an interactive platform. They aim to achieve their goals by
having an active social media presence. In the image below, posts of Hyundai India
on LinkedIn can be seen along with the comment rate.
Hyundai India –Youtube
If we talk about the performance of Hyundai India on social media, then YouTube will come
somewhere good in ranking. The Company is doing well on YouTube with 639K
Subscribers. They are so actively participating on YouTube that on an average 4-6 videos
are uploaded in a span of a month. The duration of videos are usually 2-5 minutes and till
now company is able to upload around 671 videos. The YouTube channel of Hyundai India

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was made in 26September, 2011. The data given below has been taken from official
youtube channel of Hyundai India.
.

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WEBSITE ANALYSIS
Web analytics is the process of measuring, collecting, analyzing and reporting web
data in order to understand and optimize the use of the web. Web analytics is not
only a web traffic measurement process, but can also be used as a market and
market research tool, as well as to evaluate and improve the effectiveness of a
website. It's useful to estimate the traffic evolution on a website after launching a
new ad campaign. Web analytics provide information about the number of visitors to
a website and the number of pages viewed. It helps to evaluate trends in traffic and
popularity, which is useful for market research.
Website Grader basically grades your website in comparison to others and lets you
know how well your website is developed. According to Website Grader, Hyundai

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India’s website is 92% i.e. the website is doing great, but there is more information
that it provides.
Hyundai India’s website is performing nice on the following parameters:
 PERFORMANCE : It is very important for every website to optimize their
performance and pay more focus on increasing the website traffic and revenue
along with getting more conversion rates. Looking at the page size, it should be
below 3MB for a faster loading of the page. Page requests seem to be more as
more the number of HTTP requests, the slower will your website become.
Browser catching, page redirects seem to be fine with javascripts and CSS
being properly compressed.
.
 MOBILE: Looking at the mobile rating, it seems that Hyundai India’s website
is getting a lot of traffic from mobile devices and if they optimize their website
to non-mobile friendly users, they will miss out on a lot of traffic which will lead
to reduced revenues. According to Website Grader, Hyundai India has been
given 30/30 points for its website.

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 SEO:
SEO is basically the practice of affecting the website visibility and increasing
the quantity of traffic on the website or a web page with the help of earned
and organic search engine results. Traffic can be increased with good page
titles, Meta description, headings and site map. Hyundai India’s website has
got 25/30 points which is quite a good number. The only drawback here is the
lack of meta descriptions.
 SECURITY:
It is very important for every website to be secure to protect itself from attacks
and give a feeling of confidence about the credibility of the website that it is
authentic and trustworthy. In terms of security, Hyundai India’s website gets
7/10 points which tells us that the website is secure and credible.

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RANKINGS

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TRAFFIC SOURCES
Traffic Sources is basically a report that gives a summary about the different sources
that provide traffic to your website to make your website evident in the minds of the
target consumers. There are different types of sources that consumers use to click
the URL which redirects them to the desired website. Following are the sources:
 Direct Traffic
 Referrals
 Search
 Social
 Mail
 Display
Similarly, the data below shows the sources of traffic of Hyundai India’s website.

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Let us now study each source in detail :
 REFERRALS
Referrals are basically other website that
send traffic to your website through a URL.
According to Similar Web, there are more
than 300 websites that redirect the traffic
to Hyundai India’s website. Almost 6% of
the traffic comes from such referrals i.e.
they get the maximum traffic from other website links.
 SEARCH
This type of source comes when the consumers tend to search about the
company or a specific product with the help some keywords. Hyundai India’s

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website gets about 57.79% of its traffic with the help of such keywords.
According to Similar Web, some popular keywords that are being used by
people are as follow :
➢ Hyundai
➢ Hyundai India
➢ Hyundai creta
 SOCIAL

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As discussed above, social media is one of the platforms for every company
to showcase what they’ve got. It is another way of attracting traffic and making
people aware of the products. With the help of data taken from Similar Web,
we can see that Hyundai gets maximum traffic from their Youtube Subscribers
(64.47%), followed by its Facebook page (26.47%). As a whole, social
newtworks send about 3.18% of the traffic to Hyundai India’s website.
 DISPLAY ADVERTISMENT

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Also called banner advertising, it is another form of advertising wherein the
companies tend to convey a message to their target customers visually with
the help of pictures, videos, logos, quotes, hashtags, taglines, etc. Hyundai
India’s website gets about 4.82% of its traffic from such display
advertisements. Further, below shown image shows the breakdown of the
advertising networks delivering advertisments.

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MOBILE
MyHyundai App
MyHyundai Application is another assistant for the ones who wish to buy a Hyundai
car. Prospective customers can use the app to know everything about a particular
product and also book themselves a test drive. This application is not only useful for
prospective buyers but also for the existing customers as they can use the
application to know the history of their car and book a service appointment.
Following features are available in the
application for both type of customers:
 Service reminder
 Service History
 Service Booking
 Dealer Location
 Labor Rate
 Connect
 Service Calculator
 Notification Inbox
The size of the application being 7.6 MB, it has a rating of 2/5 which tells us that the
application is not used by many people giving an impression of the application being
less user friendly.
There are reviews about the application which tells that many features are more or
less the same as the web browser page which tells us that nothing new is added to
the basket. Another review says that one has to re login again every time you close
the application making the application cumbersome to use.
There is not just one application of Hyundai India but more namely, Hyundai Instabid
and Hyundai Exchange.

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CONCLUSION
After analysing the Hyundai India website and application
some conclusions have been made. Firstly, looking at the
performance of the website, the page size which should be
less than 3MB is currently 8.6MB. Therefore, the images and
videos should be compressed to get the page size in lower
numbers.
Secondly, the page requests are 102 which should also be
less than 30. To control the page requests. Hyundai India’s
website developers should make sure that they combine the
files to minimize the HTTP requests that the site makes.
Next, there are no meta descriptions written in the text which are a very important for
the SEO. Therefore, meta descriptions of not more than 300 characters should be
included along with the keywords.
‘Another major problem with the website was the issue of security. The website got
0/10 points in terms of security. It is mandatory of the website developer to buy a
SSL certificate so that the site can become authentic and trustworthy for the
‘prospective buyers and the target audience.
‘According to Social Mention, “Hyundai India” has a reach to only 50% people and is
being mentioned every 10 hours on an average. Twitter is the major source of traffic
of this keyword i.e. 64%, followed by Reddit giving 13% traffic.’

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BIBLIOGRAPHY
 https://www.similarweb.com/
 https://websitegrader.com/
 https://www.facebook.com/
 https://www.youtube.com/
 https://www.twitter.com/
 https://fanpagekarma.com/
 https://www.socialbakers.com/