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How Hyundai is using Amazon to learn more about its customers

July 19, 2018 / Suman Bhattacharyya

Hyundai’s launch of an online showroom on Amazon Vehicles this week is more than just a way to reach more customers. It’s a tool to learn more about Amazon’s customers to ultimately push ads to them, particularly Prime members. “Amazon has a really good capability to tell us who people are in the market, and there’s also the Prime segment all of those I would like to see over time have exposure to the Hyundai brand,” said Dean Evans, chief marketing officer for Hyundai Motor North America.
The Amazon tie-up is important for Hyundai because of the insights it gets about users who browse the site. According to Evans, Amazon can tell Hyundai where organic traffic comes from and certain customer attributes, though he wouldn’t say which ones. It’s also a platform to sell ads and push marketing materials to customers based on those insights. The digital showroom is a dedicated section on Amazon where customers can review model details, s...