5 Minutes with… Jonathan Beh
Before becoming CEO of MRM China, Jonathan Beh went on quite a journey. Over his digital marketing career, his path was ultimately shaped by a handful of pivotal moments.
From his beginnings in specialised roles in search and SEO to his current leadership position, Jonathan’s career is a testament to the power of continuous learning and adaptability in the ever-evolving digital landscape.
Speaking to LBB’s Tom Loudon about his experiences, he highlights the critical role of data, technology, and customer-centricity in driving innovation. His global perspective, acquired through roles in various countries, provides a unique lens for understanding both local dynamics and global trends, enabling his teams to stay agile and innovative.
LBB> Your career journey is impressive, spanning various roles in the digital marketing landscape. Could you share a pivotal moment or experience that influenced your path to where you are today?
Jonathan> My career journey began in a specialised role in search and SEO, and, to be honest, I never imagined I'd make it this far from such a niche starting point. But it's been an incredibly interesting journey, filled with continuous learning and adaptation as the digital marketing landscape evolved. Throughout, my focus has remained on embracing innovation, technologies and new ways of working to benefit our clients.
A significant turning point in my career was joining IPG. IPG's strategic acquisition of ACXIOM caught my attention, showcasing its commitment to staying ahead of industry changes. Under the leadership of Tom Wan, CEO of IPG Mediabrands China, I had the opportunity to lead transformational efforts, including launching a proprietary data platform based on ACXIOM data and technology.
This endeavour was particularly challenging in China's data tech landscape, which was a walled garden. Our solutions were pioneering, setting us apart in the industry. At MRM, we help businesses grow meaningful relationships with people through the power of data, strategy, creativity, and technology. I believe that here, my skill set can further be amplified, and I continue to see the incredible potential of blending digital, data, and technology with creative solutions.
LBB> Can you tell us more about how MRM will also aim to redefine optimisation by putting consumer experiences first?
Jonathan> What sets MRM apart is our commitment to elevating the customer experience beyond just paid media. We focus on optimising critical touchpoints in the customer journey. Nowadays, the touchpoints we can measure and predict go beyond the bottom of the funnel or traditional marketing stages. We're moving upstream to dive deep into data and understand how it influences creative decisions.
By combining data-driven precision with a holistic view of the customer journey, MRM aims to redefine optimisation by putting the consumer experience at the forefront.
LBB> Your expertise includes programmatic, tech, data, machine learning, AI, and performance marketing. How do you see the synergy between these areas driving innovation in the marketing industry?
Jonathan> In the ever-evolving digital marketing landscape, our ultimate goal is to help our clients achieve specific business objectives. Particularly in the tech space, this involves identifying the right configuration of advertising and marketing technology (Martech) that will propel our clients toward their desired outcomes.
At MRM, we understand that success is not solely about programmatic or specific ad formats; it's about using the right combination of technologies and strategies to meet our clients' unique needs. This is where the synergy between data, tech, AI, machine learning, and performance marketing plays a pivotal role.
In today's marketing landscape, clients seek customer-centric solutions that resonate with their audiences. Our expertise lies in tailoring these solutions with a creative edge. We recognise that every client is unique, and we work tirelessly to deliver the most effective solutions, ensuring that our clients achieve their objectives, no matter how big or small.
LBB> Having worked across sectors such as automotive, banking, finance, consumer electronics, and more, what insights have you gained about tailoring digital marketing strategies for different industries?
Jonathan> One key principle that many brands are embracing is the need to become more customer-centric. Organisations often operate in silos, and breaking down these silos has been a recurring challenge. This is where some of our tech solutions come into play, as they are designed to facilitate cross-functional collaboration and data sharing within client businesses. By breaking down these silos, brands can create a more unified and customer-centric approach to marketing.
At MRM, we emphasise relationship marketing with our customers. It's not just about selling products; it's about building lasting relationships and continuously gaining insights to better serve and engage with customers.
LBB> The recent press release mentioned your role in championing change and transformation, as recognised by Campaign Asia's "40 under 40" listing. Could you elaborate on the changes you believe are crucial for the marketing industry's future?
Jonathan> While there are indeed numerous areas of change and transformation that organisations can prioritise in the dynamic marketing landscape, I would like to call out four that are particularly pivotal for the future.
- Data-Driven Decision Making: One of the foremost changes that are shaping the marketing industry is the increasing reliance on data-driven decision-making. In an era where information is abundant, brands must leverage data analytics and insights to not only understand their customers but also tailor their strategies accordingly. The ability to collect, analyse, and translate data into actionable plans is becoming a key differentiator in achieving marketing success.
- Becoming Customer-Centric: Another critical transformation is the shift towards a customer-centric approach. It's no longer sufficient for brands to focus solely on their products; they must prioritise building meaningful customer relationships. This means actively listening to customer feedback, responding to their needs, and personalising experiences. Customer-centricity is the cornerstone of brand loyalty and sustainable growth.
- Technology Integration and Interoperability: Additionally, the seamless integration of technology, including AI, machine learning, and automation, is fundamentally reshaping marketing capabilities. Brands that can effectively incorporate these technologies into their strategies gain a competitive edge. However, it's essential to ensure interoperability, enabling these technologies to work harmoniously together to drive innovation and efficiency.
- Content Innovation: Content remains at the core of marketing, and it's evolving rapidly. Brands must continuously innovate in how they produce and deliver content to engage their audiences effectively. This includes embracing interactive and immersive content experiences, adapting to changing consumer preferences and finding creative ways to stand out in a crowded digital landscape.
In navigating the marketing industry's future, these four changes underpin our efforts to create impactful, customer-centric solutions and drive innovation in a data-rich and technologically advanced landscape.
LBB> Your experience spans various countries, from China to the United Kingdom. How have your international roles shaped your perspective on global trends and strategies in digital marketing?
Jonathan> My career journey began in the United Kingdom, and I've been lucky enough to take on various global roles within different agencies. Starting in the UK gave me a solid foundation, but it was those global roles that really opened my eyes to the intricacies of local markets worldwide. I got to dive deep into diverse dynamics, consumer behaviours, and the unique cultural nuances that shape each market's digital marketing landscape.
China's digital world is a whole different ballgame compared to the rest of the globe. The platforms and publishers here have their own quirks, and it's been fascinating to blend the best ideas from both sides. We're still trying to understand China's digital scene. We're using these insights to help local Chinese brands expand globally. The China outbound business isn't just a buzzword; it's a real growth area on our radar for the coming years.
Sure, it comes with its challenges, like navigating cultural differences and regulations, but that's what makes this journey thrilling. It's all about understanding the local and global dynamics inside out. And that's exactly what we're committed to as we help Chinese brands explore international markets
LBB> The digital marketing landscape is rapidly evolving. How do you ensure that your teams stay agile and adaptable to stay ahead of the curve regarding industry changes?
Jonathan> To ensure our teams remain at the forefront of these dynamic changes, we emphasise continuous learning and proactive initiatives. Our strategy team, under the leadership of Suzzane Zhang, VP of strategy and planning at McCann Worldgroup China (MRM’s parent network), plays a pivotal role in keeping our organisation well-informed. Suzzane's thought leadership is instrumental in disseminating insights on web 3.0, AI, and blockchain technologies, as demonstrated through initiatives like the agency’s 'Future Forward' series.
In the ever-evolving digital marketing landscape, agility and adaptability are paramount for staying ahead of the curve. This is especially true in China, where closely monitoring developments within the BBAT (Baidu, Alibaba, Tencent, and ByteDance) ecosystem is essential.
By combining vigilance in monitoring local tech trends with a culture of continuous learning and exploration, our teams remain agile and adaptable, ready to navigate the ever-changing digital landscape effectively.
LBB> Your leadership spans through various levels, from deputy managing director to CEO. What leadership lessons have you learned along the way that you believe are crucial for fostering growth and innovation within a team?
Jonathan> Firstly, technology plays a pivotal role in our ability to innovate. Keeping abreast of emerging technologies like AI, machine learning, and data analytics has been vital. These tools empower us to gain deeper insights into consumer behaviour, tailor marketing strategies, and optimise campaigns for outstanding results.
Secondly, talent is the driving force behind our innovative endeavours. Cultivating a culture of continuous learning and tech-savviness within the team is essential. We've invested in comprehensive training programs to equip our team members with the skills needed to harness emerging technologies effectively. From automating routine tasks with generative AI to mastering advanced data analytics tools, our team is empowered to leverage technology as a catalyst for innovation.
The synergy between technology and talent is at the heart of our leadership philosophy.
