Watertown, MA - According to new research conducted by Jupiter Research and sponsored by iProspect, The iProspect Search Engine Marketer Job Function Study
reveals that search engine marketers perform an average of five other
job functions in addition to search engine marketing suggesting that
companies are not yet serious about investing human resources in the
management of search engine marketing.
Other high-level findings Include:
•Website design is the most frequently cited non-SEM function also
performed by search marketers (58%), with email advertising being the
second most reported additional function they perform (57%).
•The percentage of search engine marketers who are involved in
traditional offline media that can drive traffic to websites, as well
as can be effectively integrated with search, include: print
advertising (28%), direct mail (22%), radio (9%), TV (7%), and outdoor
advertising (4%).
•26% of search engine marketers perform IT functions.
Overall, the findings of this search engine marketing study
speak to the relative lack of maturity of the search engine marketing
channel as reflected by how organizations who are utilizing search
engine marketing are dedicating human resources to its management.
Despite the current popularity and power of search engine marketing,
it appears that many organizations are not yet dedicating specialized
individuals to the full-time management of the channel, as the data
from the study indicates search marketers are performing an average of
five non-SEM job functions in addition to search engine marketing.
“While this finding was troubling – given the complexity of the medium
and the quality of the results it delivers -- it may only be reflective
of the limited pool of experienced search engine marketing talent
available in the marketplace, and the need for some organizations to
develop this skill set internally,” offered Robert Murray, President,
iProspect, “I just don’t know how an organization can expect someone to
become proficient at search marketing if they only practice it part
time.”
Murray continued, “However, it also suggests that search marketing is
still relatively new at some organizations, and the lack of dedicated
resources to the channel could possibly be due to the absence of enough
early results to warrant investment at this stage. Whatever the reason,
organizations should be mindful that search marketing is complex, time
intensive, and requires dedicated resources -- it is the rocket science
of marketing. Whether an organization has engaged a search engine
marketing firm or is handling the process internally, search marketing
requires dedicated resources.”
Also key to the study was the finding that revealed website design
(58%) and email advertising (57%) as the most frequently cited non-SEM
job functions also performed by search marketers.
Given that search engine marketers are performing other non-SEM job functions, it is encouraging that search engine marketing
and website design are often being managed by the same person. Because
e-mail marketing is also often managed by the search marketer suggests
that organizations are at least recognizing the need for these
disciplines to be closely aligned. This finding could also be
indicative of organizations‘ choice to grow their search marketing
talent out of their existing job functions – with website design and
email advertising being natural functions to groom into this role.
“This finding underscores the opportunity for integration,” noted
Murray. “Given that the same person managing search marketing is also
managing other marketing channels, there would seem to be ample
opportunity for integration. Unfortunately, we see very little
integration happening. From where I sit, this missed opportunity has
more to do with other channels choosing not to integrate with the
search channel, than the search channel’s unwillingness to integrate
with others. Organizations need to acknowledge that the search engine
marketing channel is most effective when it is integrated with as many
other channels as possible in order to maximize the cross channel
conversion opportunity.”
Beyond additional job functions performed, the study also revealed that
26% of search marketers also perform information technology functions.
The implication of this finding is that a quarter of search engine
marketers most likely work for the information technology department
rather than the marketing department.
“I am surprised this figure is as high as 26% today,” remarked Murray.
“Given the success of the medium as a marketing channel, I had thought
that ownership of budget, management, and implementation of the search
engine marketing process was very much in the hands of the marketing
department, where marketing expertise resides. We had hoped that
ownership of any serious marketing initiative by the IT department was
something of the past.”
About iProspect
iProspect is the Original Search Engine Marketing Firm. The company helps many of the world's most successful brands maximize their online marketing ROI through natural search engine optimization, paid inclusion management as a Yahoo! Search Submit Certified Ambassador, pay per click advertising management via their own patent-pending bid management agent called iSEBA®, and Web analytics
through their own SEM-configured version of WebTrends. Located in
Watertown, Massachusetts, the company can be contacted at
1-800-522-1152, or by visiting www.iprospect.com.
Proper attribution requires that the study is clearly identified as the
“The iProspect Search Engine Marketer Job Function Study. Copies of the
study can be obtained at: http://www.iprospect.com/about/searchenginemarketingwhitepapers.htm
Questions regarding this release should be directed to iProspect Media Relations Manager, Colleen Reed, at 1-800-522-1152 x1203.