Search marketers' jobs very fragmentedMay 8, 2006 
According to a new survey, most search marketers today have other job functions in addition to overseeing search engine marketing. JupiterResearch's new report reveals that 58 percent of search marketers also handle website design, 57 percent handle email advertising, 49 percent are responsible for marketing communications and 44 percent are even involved in market research. In addition, 26 percent of search professionals also handle IT functions, which means that search marketers most likely work for companies' information technology departments, rather than the marketing departments. Despite the effectiveness of search marketing and its growing importance in overall marketing campaigns, many companies are not dedicating full-time staff to the channel, according to the study. "Organizations should be mindful that search marketing is complex, time intensive, and requires dedicated resources. If they had a dedicated person overseeing SEO and paid search in-house, their returns would be very different," said Robert Murray, president, iProspect. Mr. Murray believes the lack of dedicated staff to search may reflect the limited pool of experienced search marketing talent, as well as the need for some organizations to develop search programs internally.  "However, it also suggests that search marketing is still relatively new at some organizations and the lack of dedicated resources to the channel are likely due to the absence of enough early results to warrant investment at this stage," Mr. Murray said. At the same time, some good news came out of the study. The fact that many search marketers also handle e-mail marketing shows that companies realize the importance of integrating the two practices. "That would allow for better integration, when all those channels are managed under one umbrella," Mr. Murray said. Mr. Murray urged marketers to recognize that search marketing is most effective when it is integrated with "as many other channels as possible, in order to maximize the cross channel conversion opportunity," Mr. Murray said. Source: DM News
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