#MNDAY17: "A modern communicator should balance art and science"

De tekniska framstegen som gjorts de senaste tio åren har helt förändrat hur vi som marknads- och kommunikationsavdelningar kan och bör jobba. Nutiden är datadriven och tempot är högre än någonsin. Hur kan ditt företag arbeta med datadriven kommunikation, och finns det fallgropar som ni bör undvika? Det kommer Jonathan Bean prata om på årets Mynewsday.

Jonathan Bean är CMO på Mynewsdesk och ansvarar för det internationella team som arbetar inom design, product marketing, demand generation och marketing & communications. Under Jonathans ledning har marknadsavdelningen senaste årets lyckats bygga upp en maskin för att generera leads till säljorganisationen samtidigt som man belönats med en rad både internationella och nationella PR- och kommunikationspriser.

Utöver sitt uppdrag på Mynewsdesk sitter Jonathan med i styrelsen för LRF Media och han är dessutom en van föreläsare. Hans expertområden inkluderar digital transformation, innovation och förändring inom kommunikation, medier och tech.

Jonathans session på Mynewsday kommer att hållas på engelska. Intervjun kommer därmed att presenteras på engelska.

In what ways do Mynewsdesk work with data driven communications, and how does that contribute to the success of the company?

- Basically, what can’t be measured, can't be managed. At Mynewsdesk, we try to measure everything. We start every communication or marketing activity with a hypothesis and from there we then set the metrics for how we can measure the result. The marketing and measurement process is closely aligned with the customer journey, enabling us to illustrate the consistent improvement of our work and our contributions to the overall business objectives.

Are there any potential risks in focusing to much on data in communications?

- Yes, definitely! A successful modern marketer or communicator has to balance art and science. Creativity and the way you and your brand differentes from the competition is still key - but with that creativity you need a way to measure and improve your activities. Combine these two skills and you have a really powerful communications department. I will talk more about this on Mynewsday.

What differences are there if you compare working B2B to B2C? How do you apply strategies accordingly?

- There has been a debate over the last couple of years about how these two disciplines come together, because it doesn't matter if you are working B2B or B2C - in the end it’s all about human-to-human communications. However, I believe there is a difference. With B2B marketing you need to work much more with logic whereas B2C marketing is more about emotions.

- In B2B marketing, the brand needs to clearly explain the pains and gains of the product for the consumer, and one important aspect not to forget is how the product or service will help the customer look good internally. For the B2C perspective it’s more important to be able to scale the communications and use shorter messaging focused on the emotional benefits of the product or service.

What do you think this year's participants can learn from you?

- This year, I will share more data than ever before on who is being successful with Mynewsdesk and what aspects of the tool are seeing the most success. I will also develop on some of the trends we have identified and are following within our own marketing department. And in addition to this, I will also quickly present the findings of our journalist survey which consists of over 3000 voices on the future of media and communications industry.

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Mynewsday, som går av stapeln i oktober, är en av de viktigaste mötesplatserna för kommunikatörer och marknadsförare. Vi oss ut på en turné och eventet hålls i Malmö (16/10), Göteborg (17/10), Stockholm (25/10) och Umeå (26/10).

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