The vice president of marketing says search is the killer app for the automotive industry.
Ian Beavis is vice president of marketing for Kia Motors. Kia Motors America (KMA) is the sales, marketing and distribution arm of Kia Motors Corp. in Seoul, South Korea. Beavis joined Kia in May 2005, at a time when the company is experiencing continuing sales growth, ongoing new model introductions and significant quality improvements. Beavis oversees KMA’s marketing operations including advertising, product planning and public relations for their U.S. headquarters in Irvine, California.
With more than 30 years of experience in the automotive industry, Beavis has served on both sides of the fence in his advertising career. He has held senior posts at clients and agencies alike, most recently serving as senior vice president of marketing, public relations and product planning for Mitsubishi Motors North America. His marketing and advertising expertise helps Kia’s efforts to expand brand awareness and sharpen brand positioning. Kia recently launched the all-new 2005 Sportage compact SUV and is preparing to launch the all-new 2006 Rio and Rio5 sub-compact sedan and sport hatch.
iMedia: How has the media mix changed for you over the last few years?
Ian Beavis: The media mix has changed dramatically. We are much less TV centric. Total TV expenditure has dropped with a shift in mix more toward spot and cable. Newspaper is almost nothing with a slight lift in magazines, large increase in online and promotions.
iMedia: What was your most successful online or integrated campaign recently and what made it successful?
Beavis: I've only recently arrived at Kia and we're planning our most extensive integrated campaign for the launch of Sedona next year.
iMedia: What do you think is the greatest benefit of online advertising? The ability to measure? Precisely target? Gather data? Something else?
Beavis: Online with broadband offers sight, sound and motion with superior targeting and performance data.
iMedia: Is there a "killer app" for you? What is it (email, search, advertising on certain sites, integration of advertising)? Why do you believe that works for your company/product/service?
Beavis: Search is the "killer app" for the auto industry.
iMedia: What still frustrates you most about online advertising? What can be done to improve the situation?
Beavis: I continue to be irritated by pop-ups and the lack of understanding of the need to seek permission to market in this age. The old interruptive models should not be used online.
iMedia: What’s the next big thing and how will it affect you?
Beavis: Anything phone/PDA-based. Mobility has changed everything.
iMedia: Have you done much with wireless, iTV or other emerging mediums?
Beavis: Testing a number of emerging technologies but nothing earth shattering has emerged.
iMedia: Are you doing any behavioral targeting? If yes, please describe.
Beavis: Yes but I'd prefer not to discuss
iMedia: Are you being affected by any consumer-generated marketing (CGM) -- blogs, user groups, etc.? Are you using any blogs or other social networking tools to market?
Beavis: We are watching CGM activity very closely. It has a huge impact on our business but I still don't know how to take advantage of it.
iMedia: What's the key for having a successful relationship with agencies?
Beavis: Transparency is critical to any relationship.
iMedia: Any final words of wisdom for other marketers? Something you've recently learned, perhaps, or some advice someone has given you?
Beavis: We need to look more to what is happening in Europe and Asia. Smaller markets and marketers are doing many innovative things that are yet to reach the United States. The U.S. is not the center of the universe. Interactive is truly global.