Search Marketers Take On Many Other Jobs: Report
Search engine marketers may be in danger of taking on too many responsibilities that distract them from their SEM function, according to a study published today by search marketing firm iProspect and Jupiter Research.
The average search marketer performs five other job functions in addition to search marketing, the report finds. These most often include Web site design and e-mail marketing, both of which comprise the duties of about 57% of search marketers.
The iProspect Search Engine Marketer Job Function Study also reports that 28% of search marketer respondents say they have responsibility for print advertising, 22% for direct mail, 9% for radio, 7% for TV and 4% for outdoor advertising. Twenty-sex percent said they also perform IT functions.
The lack of personnel dedicated solely to SEM may reflect a relative scarcity of expertise in the field, said iProspect president Rob Murray, it also pointed up the need to for companies to put programs in place that would develop such talent internally.
