How iCrossing Redesigned Hyundai's Web Site
Hyundai officially unveiled a Web site Monday with help from digital-marketing firm iCrossing.
iCrossing worked with Hyundai's marketing and IT departments to design and build the new Web site, which highlights the automaker's cars and services. The redesign meant mapping out the site and redirecting and moving about 1,600 Web site pages.
Along with Hyundai Information Service North America (HISNA), iCrossing developed criteria and business objects before building the site. An important consideration was the number of clicks required to reach information consumers might need to make buying decisions. The goal was to provide simple navigation that allows consumers to explore all the creative elements on the site.
Supporting video content and three-dimensional (3D) graphics, iCrossing relied on a proprietary framework to optimize performance through tags and headers, made sure that search engine crawlers could find and index all pieces on the site, and incorporated the Interwoven Content Management System for easier site updates. The content management system supports copy and graphics.
About 200 templates support the project. The templates allowed iCrossing to create similar pages to reduce the cost and burden of maintenance because changes were only made once. "There are about 200-and-some-odd templates, but there are between 1,500 and 1,600 pages on the Web site," says Dom Vieira, iCrossing vice president of automotive. "Rather than make 1,500 changes, we would only make 200 changes to correct the word 'copyright,' for example."
And while automakers like Hyundai, Kia, Toyota and Mazda are hiring iCrossing to support Web efforts, the largest independent digital-marketing firm has hired an investment bank to hold talks with possible suitors, reported The Wall Street Journal (WSJ) in late December, citing several people familiar with the matter.
Evidently, iCrossing hired Bank of America after receiving an unsolicited bid from newspaper and magazine publisher Hearst. The WSJ says iCrossing's board considered the offer too low and decided to solicit other potential buyers. The company is backed by Goldman Sachs Group and venture capital firm Oak Investment Partners.