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Articles by Niamh NicLiam
#BizTrends2023: Great people, culture and partnerships offer the perfect recipe to shine in 2023
Niamh NicLiam, Director: Growth & Partnerships at Incubeta The best and only way for brands to navigate the year ahead will be through a razor-sharp focus on people and organisational management, as well as building stronger, more value-driven partnerships between brands and their agencies. Consumers will shift their behaviour and brands must react No-one has escaped the impacts of the inflationary pressures and the impact on consumer spend will be felt for many months to come.
Treating digital marketing as wasteful is a mistake
In the offline environment, executives expect to see an immediate ROI, which translates into increasing sales or more feet through the door. But beyond more “likes” and increased followings on social media platforms, they fail to see the value in digital campaigns, or reconcile digital marketing efforts and business ROI, which leads to digital marketing being undervalued, and not being seen as a big business driver, causing frustration for marketers.
5 tips to move the marketing needle on a tighter budget
There has been a big shift in what is expected of marketing. Just a few years ago brands had more room to flex their creative muscles when it came to the big brand idea and awareness pieces. There is now a lot more pressure on marketing to deliver real and measurable returns. Everything is now about performance and what can generate leads and sales.
Apple’s privacy requirements hurt local advertisers
Niamh NicLiam, Head of Business Partnerships at Incubeta. Apple’s iOS 14 privacy settings implemented last year are not just taking their toll on large international companies, but local brands are now also feeling the effects.
Apple's privacy requirements hurt local advertisers
Balancing the consumer's right to privacy with the ability of businesses to accurately target consumers with relevant information and advertising is getting more complicated. Global digital marketing specialists, Incubeta, says Apple’s iOS 14 privacy settings implemented last year are not just taking their toll on large international companies, but local brands are now also feeling the effects.
A practical guide to digital marketing transformation
Photo by Anthony Shkraba from Pexels Most board agendas have digital transformation as one of the key recurring talking points and marketing leaders are increasingly being critiqued on their own transformation progress. But without a clear starting point, a proper plan, and a good idea of what success looks like, many companies will either abandon their implementations, or end up blowing budgets on technology they don’t know how to use.
Unpacking Google's DMT two years on - still an enigma for many
Johan Walters, lead tech solutions consultant, Ansa Leighton, lead platform and media consultant and Niamh NicLiam, head of business partnerships at Incubeta take a look at how local companies have fared with Google's DMT programme. Google’s Digital Marketing Transformation (DMT) programme was launched in South Africa in July 2019. The need for the solution was significant then, and is even greater two years later.
#BizTrends2021: Empowering digital marketing teams to meet 2021's challenges
The digital acceleration of the last two years, but most especially during 2020, has placed a growing focus on digital marketing delivery. And, while South Africa is incredibly well-placed to handle an agile response to whatever 2021 may throw at us, we will need to take a hard look at our skills deficit, as well as how brands work with their agencies, if we really want to excel in the year ahead.
Fortune favours the brave - especially in a crisis Original
Some of the greatest marketing campaigns were conceived in some of the toughest global socio-economic crises. The current lockdown has shown that the smart use of digital marketing can set a company up for future sales success. What's more, savvy digital campaigns can help brands win big, even when trade is restricted. Getting your daily dose Our first example of bold action goes back almost 100 years.
How marketers can steer their organisations through the Covid-19 looking glass
Google, Facebook and the other big platforms rely on many years of user data to inform their algorithms. Suddenly, the coronavirus and our new reality have effectively made those algorithms redundant. Nothing is the same. But in a very uncertain future there are certain things marketers can do to prepare for a post-lockdown world, and even some immediate opportunities that could help them navigate the unknown. Assume nothing As consumers we all knew that the big platforms collected our user data.
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