The Datasine team

Marketing 20:20: meet the Speakers

Datasine sits down with the two guest speakers of Marketing 20:20, Becky Simms, Founder and CEO of Reflect Digital and Social Media Expert Kieran S Lawler

“AI allows us to mine campaign data at a level and in a time frame that would not be possible by a team member”

Marketing 20:20 is just around the corner. To prepare you for a morning of insightful presentations, networking and – most importantly, let’s be honest – brunching, we caught up with our two guest speakers: Becky Simms and Kieran S Lawler

Tell us a bit about yourself and your work?


Becky: I’m the Founder and CEO of Reflect Digital. With eight awesome years behind us, life has never been so good at Reflect Digital. We recently became part of the LAB Group, a group with human behaviour at its core, so as a team we have been training in behavioural economics and how this relates to the work we do. As an agency, we cover search (organic and paid), design, brand and websites.

The more you understand humans, it really does supercharge the results you can generate. It is so easy for marketers to forget how important it is to empathise with their customers and to really get under the skin of their intrinsic motivations to be able to offer a better experience. By getting the upfront research right to truly understand your audience with a psychology lens rather than just demographic profiling you start to uncover a new performance level which we are so excited to now be able to offer.


Kieran: Known as the fast-talking ​Scouse Social Media Expert​. Every day, I help marketers achieve their business objectives through digital marketing.

As a Senior Social Media Strategist at ​Hallam​, you’ll often find me speaking at digital events, delivering bespoke training sessions, creating strategies, generating leads, or at the pub.

Social media is fast-changing, I make sure I’m up to date with all the changes so my clients don’t have to be.

From the United Nations to Esso, Hallam works with clients who demand world class Facebook campaigns that deliver real results.

Hallam is the current holder of Google’s International award for Growing Businesses Online, and won The Drum’s Grand Prix Agency of the Year 2018.

Our team of 55 digital experts combine analytical precision with creative persuasion to deliver high-performance Facebook campaigns.

Whether you need a fresh social media strategy, community management, or influencer marketing, our use of programmatic ad delivery, mixed media types, and technical excellence means you’ll get the best possible campaign for your business.

What marketing tools could you not live without?

Becky: I am a big fan of Search Metrics, Authoritas, our SEO team love Screaming Frog as well! And our tool…

Kieran: I love generating leads for my B2B clients on social media, I don’t think I would want to do this without Zapier. A tool which allows me to automate the process between generating a lead and sending the qualified lead to the correct Sales team to follow up with.


How important is understanding human psychology and behaviour to creating successful campaigns?

Becky: Extremely important. If you can understand what motivates your audience you can align your messaging with their motivations. With more media platforms than ever before and such variety in the ways we can target our audiences, we need to ensure our messaging lives up to the technology by having the respect to get to know our audiences better. When you understand your audience better, your messages will have greater cut through and you will see increased engagement and results.

“If you can understand what motivates your audience you can align your messaging with their motivations”

Kieran: Understanding your customer’s needs, expectations and requirements is essential to a successful social media and/or marketing strategy. Understanding how users interact with different social media platforms is key to deciding where you spend your time online as a business. As well as scroll-stopping creatives which resonate with your audience… they’re also rather important.

Have you begun to implement AI in your marketing practices? Can you explain how it’s changed your workflow?

Becky: We use AI within our PPC management, this does not replace human intervention but instead allows us to mine campaign data at a level and in a time frame that would not be possible by a team member. We then use this data to make decisions and to optimise the campaigns. So the change to our workflow is that more data analysis is provided at speed and in real-time giving us more time to manage the campaigns with greater quality data at our fingertips.


Kieran: Yes, social media chatbots should be used to ease the pressure of the customer service team, not replace them. By allowing bots to answer the most common questions makes sure the customers get what they’re looking for ASAP and allows the customer service team to spend time on the more complex questions.

What are the key trends you predict will impact marketing the most in the next five years?

Becky: For me, in line with our vision at Reflect Digital, marketing needs to be more humanised and more personal. We are already on this trajectory as an industry but it is going to continue, be that with technology offering more opportunities to personalise but also with consumers demanding better messaging from brands. We are already seeing a shift change in purpose and values being at the heart of brand strategy and communicating this effectively, but consumers are becoming more purpose-driven, so it will not be enough for brands to communicate their beliefs they will have to demonstrate that they truly live by them to gain loyalty from their audience.

“A move to strategy and specialists is being seen by a lot of UK agencies”

Kieran: A move to strategy and specialists is being seen by a lot of UK agencies, as more of the automation goes in-house, I think as an agency, we’re going to be expected to provide strategic and creative value more and more.


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