Search marketers wear many hats, study says

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Watertown, Mass.—Search engine marketers perform, on average, five job functions in addition to search engine marketing, according to a new study from JupiterResearch.

The study, sponsored by search engine marketing company iProspect, found many organizations are not dedicating employees to manage the fast-growing channel full time.

Web design was cited by more than half (58%) as a nonsearch function performed by search marketers, followed by e-mail advertising, listed by 57% of respondents as an additional function performed. Other responsibilities listed included: print advertising (28%), direct mail (22%), radio (9%), television (7%) and outdoor advertising (4%).

In addition, 26% of search engine marketers handle IT functions.

—Carol Krol

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