Over the years, marketers have tried to strike a balance between leaning on brand marketing that helps consumers understand a company and what it stands for, versus performance marketing, which is intended to spur consumer actions such as clicks or downloads and is more purely focused on return-on-investment. Airbnb, for instance, has spoken of its attempts to depend less on search advertising and lean more on broad marketing campaigns and public relations designed to build its brand.
“Hyundai is bucking the trend that other marketers have taken a very different journey on,” said Greg Paull, principal of R3, a consulting firm that helps match advertisers with agencies. Major marketers, he said, have been looking to drive more continuity between their creative and performance efforts.
“As important as world-class creative is, it always needs to be underpinned with an equally world-class data and media approach to optimize engagement,” he said.
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