ch marketing: Evolving roles and responsibilities. Challenges

According to a survey by Search Engine Land, search marketers are responsible for designing, running, and optimizing campaigns. They also rely heavily upon spreadsheets to do their job well, according to the new Survey.

Why we Care. Our survey shows that search marketers are happy with their work.

Search marketers have the most responsibilities. Most search marketers either work directly or with their teams to design, run and optimize campaigns.

81% of marketers at the director and higher levels said that designing, running, and optimizing campaigns was their main responsibility. This number was 67% for managers/staff.

All respondents had the same responsibilities, but the percentages varied depending on their role.

• Designing and managing internal workflows.
• Researching and recommending new products in marketing technology.
• Supporting and training marketing personnel in the use of marketing technology products.

Here is the complete list of responsibilities that we inquired about:

Search marketers are rooted in spreadsheets. The question is: In which marketing technology tools do you spend the least amount of time per week?

It is obvious that the higher your rank in an organization, you will spend more time in spreadsheets.

• 87% for directors and higher positions
• 77% for managers/staff

Spreadsheets outperformed analytics, project management and content management tools. Both groups used most of the tools in a similar way.

67% claimed that churn has increased. Do you remember the Great Resignation, also known as the Great Reform of 2021? It was true. LinkedIn was overflowing with information about people who were moving on to the best career opportunities.

Although career changes are great for individuals, they were difficult for 67% organizations in 2022.

According to our respondents, churn rose significantly (31%), or moderately (36%).

33% of respondents to the survey said that they didn’t see an increase in churn within their organizations in 2022, compared with 2021.

High job satisfaction. 76% of search marketers are happy with their jobs, despite the challenges and ever-increasing complexity.

• 25% stated that they are satisfied with their work.
• 51% stated they are satisfied with their lives.

This satisfaction could be tied to our previous section: many marketers have moved jobs over the past two year. It would be nice if those who have moved jobs (or those who don’t) feel satisfied at work and find their daily tasks rewarding.

13% of respondents were “somewhat or not satisfied” with their current job. The remaining 11% were neutral.

Methodology. Between Jan. 11 and 23, we surveyed 510 marketers; 413 provided salary information. Search Engine Land sent out invitations to participate in the survey.

Nearly 67% live in North America, while 20% reside in Western Europe. These are the only responses that were included in this report. Due to the small number of responses, others were not included.

The survey had more than 20 questions related to career roles, salary, technology, job satisfaction and challenges/frustrations. Respondents had the option to disclose their gender and age.

Search Engine land first published the post Search Marketing: Evolving Roles, Responsibilities, and Challenges.