What makes Hyundai sure about digital

While it has not firmly established a means to measure digital's contribution to its top line, Hyundai Motors is convinced it plays a crucial role in driving brand awareness and hence, sales.With a focus now on brand building, Hyundai Motors is increasingly integrating mobile with traditional mediums such as out of home while marketing its products."With digital and mobile channels allowing for greater scope for creativity and  cost-effectiveness, we are focusing on taking our brand to the next level," said Cho."Hyundai has risen from being a brand only successful in emerging markets but now also in developed markets," said Cho, speaking on the first day of the inaugural Mobile Marketing Summit, currently underway in Phuket.Cho referred to the example of Hyundai's sister company Kia and how it opted for digital marketing through a rough period because of cost-effectiveness and now the brand is doing far better in the area of digital than many others.He related the brand's efforts in Times Square in New York, talking about how instead of merely buying a key outdoor spot like many other key brands, it stood out by engaging passers by with its mobile efforts.When people came by the area, they were able to download a mobile app which allowed them to use their mobile phones to play a branded car racing game on a huge screen in Times Square.However, while the focus has been on branding, Cho admits measurements linking sales to these digital efforts have yet to be put in place for the brand."But for now, we know there is a definite link between brand performance and sales."Marketing Magazine's Mobile Marketing Summit took off on a high note with over 70 delegates and speakers attending the welcome cocktails and dinner. Networking went well into the night as delegates got to know each other over cocktails.The second day of the event will see speakers from brands and agencies such as Standard Chartered, NTUC Fairprice, Sime Darby, MacroKiosk, OCBC,UPS, twentysix and The Gate.The Mobile Marketing Summit is an invitation-only, two-day event that's 100% focused on key issues relating to marketing through mobile devices.The event features an agenda dominated by case studies from senior brand marketers designed to appeal to director and vice president level marketers from other top consumer brands active in Asia.