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Companies still not serious about SEM
Companies are still not taking search engine marketing (SEM) seriously enough, according to a new survey.
The study conducted by Jupiter Research on behalf of iProspect, found that those in charge of search engine marketing also had on average five
other job functions to complete.
The majority of marketers dealing with search engine marketing were also looking after website design (58 per cent), with 57 per cent also responsible for email advertising strategies.
"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 organisations to develop this
skill set internally," suggested Robert Murray, president of iProspect.
"I just don't know how an organisation can expect someone to become proficient at search marketing if they only practice it part time."
Over a quarter of those looking after SEM also conducted IT duties, suggesting that many are found in the IT rather than the marketing department.
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