Marketing Minutes — Marketing Trends — March 2021

Everything you need to know about March 2021 marketing insights to make you a better, smarter marketer.

Spring has almost sprung! The snow has melted away in Detroit and another parade-less St. Patrick’s day has passed, marking the one year anniversary of the coronavirus pandemic hitting the US hard. Though it’s been a challenging year, the coronavirus-fueled trend of learning new skills continues. In mid-April of 2020, when much of the world started enforcing lockdowns due to the coronavirus outbreak, Google searches for terms ‘online courses’ and ‘free online courses’ reached a historic high. Many companies began offering free or low-cost online learning courses, including Ivy League universities and major tech companies. Although interest seems to have declined since that peak week last April, those search terms still haven’t returned to their pre-coronavirus levels. Online courses and certifications are only increasing in value, with social and tech giants like Google, TikTok, and Twitter, releasing courses to help users perfect their skills and a chance at a higher-paying position. Keep reading to see which courses can help you become a smarter marketer.

Google Launches 3 New Online Certificate Programs

No tech degree? No problem. Google announced on LinkedIn earlier this month it’s now offering three new online certification courses to make tech careers and career advancement more accessible. BRAVO, Google! If you’ve been impacted by the pandemic or have been considering pivoting to a tech career, chances are you need additional skills and training, which can be expensive and time consuming. Following its success from their IT program through Coursera, Google launched three new certificate programs in data analytics, UX design, and project management on the platform as well. Each program is free to try out for seven days with a Coursera trial, and costs only $39 a month to keep learning after the trial ends. Financial aid is also available for these courses, though expect at least 15 days to have your application reviewed.

The best part? No expensive, long term commitments. The programs are scaled to be completed in six months, and Google says the certifications will carry the same weight of a 4-year degree for their own hiring processes. 

Zach Kent, our Client Services Manager at GRO, says these programs can help build Account Manager skills by learning how to build successful projects from start to finish while keeping client goals and performance metrics on track. “The great thing about these courses is that they give great insight on some technical skills that we look for in agency roles,” said Kent. “Most agencies have an analytics and reporting software they use for reporting to clients, it would be a great asset for a candidate to have experience diving into and understanding analytical metrics and reporting, in addition to developing strong relationships with our clients.”

The Marketer’s Guide to Generation TikTok

TikTok has taken Gen Z by storm, and has completely transformed the way we market to the new generation. TikTok is full of users aged 16-24 who aren’t using other social media platforms—40% don’t use Facebook and 63% don’t use Twitter! Not only has the platform introduced a whole new format for video content, but also a new opportunity to sell and market products to a difficult-to-reach audience. Student Beans research found that 55% of TikTok users have made a purchase after seeing a brand or product on the platform. As marketers, we know it’s been tricky to crack the code to master TikTok. To our rescue, Adweek teamed up with Student Beans to make a guide on how to create engaging strategy and content on TikTok.

The guide includes stats and advice to help you create a scroll-stopping strategy, including: 

  • #TikTokMadeMeBuyIt: How to get users to make a purchase after seeing a brand or product on the platform.
  • Brand success: How early adopters like e.l.f. cosmetics and Gymshark have leveraged hashtags and creators to make content that goes viral.
  • Make em’ laugh: Generation TikTok likes a light-hearted approach, but how do you tap into this while keeping brand values in-tact?

 

Unique to the platform, niche communities are what make TikTok thrive among young users. These include college TikTok, finance TikTok, and food TikTok. Adweek’s guide mentions finding what communities your audience interacts with and how your brand can become a part of them, is key to marketing successfully on the platform.

Sarah Kaiser, Senior Digital Marketing Specialist at GRO, notes that on TikTok, it’s important to keep your brand and goals in mind. “Instead of creating hundreds of videos, you can really dial into a couple of areas that really exemplify your brand and products,” says Kaiser. “People on TikTok are expecting to be influenced, and are ready to follow through with their wallets to make sure they have the latest trends.”

Want to learn more? Request a downloadable version of the entire guide here. Thanks, Adweek!

 

Master Advertising in Twitter with Flight School

With all of the hype surrounding TikTok and emerging social media apps, let’s not forget our day-one platforms such as Twitter. Believe it or not, Twitter remains one of the most widely used social media platforms, with over 192 million daily active users as of Q4 of 2020. Twitter also ranks number one when it comes to discoverability. 79% of users on Twitter like discovering what’s new, and 53% of them are more likely to be the first to buy new products.

It’s safe to say that it’s a smart move to unlock Twitter’s potential as a marketing channel to generate more leads and sales for your business and for your clients. Luckily for us, Twitter is making that easier with the launch of their Twitter Flight School. 

Flight School is Twitter’s online learning platform that teaches you everything you need to know in order to master advertising on Twitter, whether you’re a newbie or a seasoned professional. The courses offer “badges” for course completion and assessments that you can display on your LinkedIn profile or other social media platforms. Flight School offers recommended coursework by job function, such as Digital & Social, Strategy & Planning, Creative, and a suite of courses on Ad Fundamentals. The courses are designed to take 2-4 hours to complete, and can be taken in any order. 

If you’re interested in learning more about how to use Twitter to leverage your brand, we recommend checking out the courses offered here.

Thanks for reading! Don’t forget to follow us on social media to stay up-to-date on the latest marketing news and updates, and give us a shout if you complete any of the certifications or coursework programs. We’d love to hear from you!