In the Headlights, December 2, 2020: Your 2021 Marketing Challenges, Viewthrough Conversions, Dashboards

Your 2021 Marketing Challenges, Viewthrough Conversions, Dashboards

In The Headlights

Take our one question survey and let us know what challenges you’re facing moving into 2021

It’s that time of year again, the time when we all start looking ahead and making prognostications about what’s to come. We’ve had our own perspectives on what’s likely to happen in 2021 but let’s be real: forecasting the future is a fool’s errand in the current environment.

What is real are the challenges we face, and that’s the subject of this quarter’s 1-question survey. What are you looking at going into 2021? What’s keeping you up at night that’s work-related?

Let us know! We’ll publish an anonymized, de-identified list of what’s on your mind in our Slack group down the road, and we’ll use your feedback to create more content that specifically addresses the challenges you’re facing.

Take the survey now – it’s literally 1 question long!

The Bright Idea

In this week’s In-Ear Insights, we discuss the difference between viewthrough and clickthrough conversions and why viewthrough conversions are a dangerous metric for marketers to rely on.

Watch/listen to the most recent episode of In-Ear Insights here

Because there was no So What? episode last week due to the Thanksgiving holiday, we’re featuring the show YOU liked most: getting started with dashboards in Google Data Studio.

Watch the most recent episode of So What? here!

This week, we’re going to look at how to conduct a UX audit using popular, free tools like Hotjar and Microsoft Clarity.

Are you subscribed to our YouTube channel? If not, click/tap here to subscribe!

Rear View Mirror Data

In this week’s Rear View mirror, we’re taking a look at the marketing jobs environment. We’ve been tracking and posting jobs in our newsletter every week since the beginning of the pandemic; what have we seen for more senior marketing jobs in the United States?

Jobs graph

What we see since April is more or less what we predicted; led by major ecommerce companies like Amazon, more senior marketing hiring jumped in the summer and then right around the start of the fourth quarter, hiring dropped by half. This mirrors the overall economy well; in the US Federal Reserve Bank’s dataset on hiring, we see a similar pattern.

The fourth quarter continues to show weakness in hiring, with declines continuing.

What should we take away from this data? For marketers who are seeking jobs, expect things to get more competitive. Fewer postings naturally means more seekers applying per posting, so step up your efforts as best as you can.

For marketers currently employed, weakness in hiring tends to mirror weakness in demand, especially for B2B marketers. When companies need fewer senior people, it generally means belt tightening. To the extent you can, incentivize deals in the pipeline to close sooner rather than later, getting ink on paper as quickly as you can.

Methodology: Trust Insights used the API to track 638,770 open marketing positions with manager, director, VP, president, and CMO in the job title and the jobs located in the United States. The timeframe of the data is April 15, 2020 – December 1, 2020. The date of study is December 2, 2020. Trust Insights is the sole sponsor of the study and neither gave nor received compensation for data used, beyond applicable service fees to software vendors, and declares no competing interests.

In Case You Missed It
Partner Spotlight

AI Academy for Marketers is an online education platform designed to help marketers understand, pilot, and scale artificial intelligence. Join Katie Robbert, CEO of Trust Insights, and Christopher Penn, Chief Data Scientist of Trust Insights, for three separate courses in the academy:

  • 5 use cases of AI for content marketing
  • Intelligent Attribution Modeling for Marketing
  • Detecting and Mitigating BIAS in Marketing AI

The Academy is designed for manager-level and above marketers, and largely caters to non-technical audiences, meaning you do not need a background in analytics, data science or programming to understand and apply what you learn. One registration gives you unlimited access to all the courses, an invitation to a members-only Slack Instance, and access to new courses every quarter.

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Shiny Objects

Shiny Objects is a roundup of the best content you and others have written and shared in the last week.

Data Science and AI

SEO, Google, and Paid Media

Social Media Marketing

Content Marketing

Get Back To Work

We’ve changed things up in Get Back To Work, and we’re looking at the top 310 metro areas in the United States by population. This will give you a much better sense of what the overall market looks like, and will cover companies hiring in multiple locations. Want the entire, raw list? Join our Slack group!

What do you do with this information?

By looking at this data, you’ll see what the most popular titles are; use any of the major job/career sites to ensure your resume/CV/LinkedIn profile matches keywords and phrases for those titles. For companies, search job sites for those companies specifically to see all the open positions and apply for them.

You can also hit up LinkedIn and see who you know at companies listed, and see if your connections have any inside tips on hiring.

Top Marketing Positions by Count, Manager and Above

  • Marketing Manager : 327 open positions
  • Digital Marketing Manager : 215 open positions
  • Social Media Manager : 120 open positions
  • Account Manager : 106 open positions
  • Director of Marketing : 100 open positions
  • Marketing Director : 75 open positions
  • Demand Generation Manager : 66 open positions
  • Product Marketing Manager : 55 open positions
  • Project Manager : 55 open positions
  • Product Manager : 49 open positions

Top Marketing Hiring Companies by Count, Manager and Above

  • Pearson : 129 open positions
  • Services LLC : 105 open positions
  • Google : 89 open positions
  • Deloitte : 73 open positions
  • Thermo Fisher Scientific : 45 open positions
  • Symphonic Digital, LLC : 36 open positions
  • Facebook : 34 open positions
  • New Relic : 33 open positions
  • Microsoft : 32 open positions
  • Cozymeal : 31 open positions

Top Locations of Hiring Companies by Count, Manager and Above

  • New York, NY : 480 open positions
  • San Francisco, CA : 296 open positions
  • Austin, TX : 285 open positions
  • Seattle, WA : 278 open positions
  • Chicago, IL : 237 open positions
  • Remote, NA : 232 open positions
  • Boston, MA : 210 open positions
  • Atlanta, GA : 199 open positions
  • Los Angeles, CA : 173 open positions
  • Nashville, TN : 143 open positions

Methodology: Trust Insights uses the API to extract open positions from a geographic area focused on marketing analytics, marketing, social media, data science, machine learning, advertising, and public relations, with a filter to screen out the most junior positions.

Our Featured Partners are companies we work with and promote because we love their stuff. If you’ve ever wondered how we do what we do behind the scenes, chances are we use the tools and skills of one of our partners to do it.

Join the Club

Are you a member of our free Slack group, Analytics for Marketers? Join 800+ like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

  • Agorapulse Twitter Summit, November 2020, virtual
  • MarketingProfs Double Header, November 2020, virtual
  • MadConNYC, December 2020, New York City

Going to a conference we should know about? Reach out!

Want some private training at your company? Ask us!

Stay In Touch

Where do you spend your time online? Chances are, we’re there too, and would enjoy sharing with you. Here’s where we are – see you there?

Required FTC Disclosures

Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

Trust Insights maintains business partnerships with companies including, but not limited to, IBM, Talkwalker, Zignal Labs, Agorapulse, and others. All Featured Partners are affiliate links for which we receive financial compensation. While links shared from partners are not explicit endorsements, nor do they directly financially benefit Trust Insights, a commercial relationship exists for which we may receive indirect financial benefit.


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