Search Marketing Strategists
Overview
Salary
Demand
Core Tasks
Technology Skills
Tools Used
Top 10 Knowledge Required
Top 10 Skills
Top 10 Abilities
Top 10 Work Activities
Detailed Work Activities
Work Context
Education
Majors
Interests
Top 10 Work Styles
Work Values
Overview
Job Zone Four: Considerable Preparation Needed
Experience
A considerable amount of work-related skill, knowledge, or experience is needed for these occupations. For example, an accountant must complete four years of college and work for several years in accounting to be considered qualified.
Education
Most of these occupations require a four-year bachelor's degree, but some do not.
Job Training
Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
Examples
Many of these occupations involve coordinating, supervising, managing, or training others. Examples include real estate brokers, sales managers, database administrators, graphic designers, chemists, art directors, and cost estimators.
Employ search marketing tactics to increase visibility and engagement with content, products, or services in Internet-enabled devices or interfaces. Examine search query behaviors on general or specialty search engines or other Internet-based content. Analyze research, data, or technology to understand user intent and measure outcomes for ongoing optimization.
Salary Salary
Salary at 10th Percentile: $35K
Salary at 25th Percentile: $48K
Median Salary: $65K
Salary at 75th Percentile: $93K
Salary at 90th Percentile: $127K
Demand
Core Tasks
Collect and analyze Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
Participate in the development or implementation of online marketing strategy.
Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
Assist in setting up or optimizing analytics tools for tracking visitors' behaviors.
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
Create content strategies for digital media.
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
Conduct market research analysis to identify search query trends, real-time search and news media activity, popular social media topics, electronic commerce trends, market opportunities, or competitor performance.
Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
Propose online or multiple-sales-channel campaigns to marketing executives.
Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
Implement online customer service processes to ensure positive and consistent user experiences.
Collaborate with Web, multimedia, or art design staffs to create multimedia Web sites or other internet content that conforms to brand and company visual format.
Keep abreast of government regulations and emerging Web technology to ensure regulatory compliance by reviewing current literature, talking with colleagues, participating in educational programs, attending meetings or workshops, or participating in professional organizations or conferences.
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.
Coordinate sales or other promotional strategies with merchandising, operations, or inventory control staff to ensure product catalogs are current, accurate, and organized for best findability against user intent.
Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
Execute or manage social media campaigns to inform search marketing tactics.
Conduct financial modeling for online marketing programs or Web site revenue forecasting.
Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
Execute or manage banner, video, or other non-text link ad campaigns.
Assist in the evaluation or negotiation of contracts with vendors or online partners.
Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
Assist in the development of online transaction or security policies.
Execute and manage communications with digital journalists or bloggers.
Resolve product availability problems in collaboration with customer service staff.
Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
Technology Skills
Technology
Example
Hot Technology
Tools Used
Tool
Example
Top 10 Knowledge Required
Sales and Marketing
93%
Knowledge of principles and methods for showing, promoting, and selling products or services. This includes marketing strategy and tactics, product demonstration, sales techniques, and sales control systems.
Computers and Electronics
86%
Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.
English Language
86%
Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.
Communications and Media
78%
Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.
Mathematics
71%
Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.
Customer and Personal Service
61%
Knowledge of principles and processes for providing customer and personal services. This includes customer needs assessment, meeting quality standards for services, and evaluation of customer satisfaction.
Clerical
60%
Knowledge of administrative and clerical procedures and systems such as word processing, managing files and records, stenography and transcription, designing forms, and other office procedures and terminology.
Psychology
59%
Knowledge of human behavior and performance; individual differences in ability, personality, and interests; learning and motivation; psychological research methods; and the assessment and treatment of behavioral and affective disorders.
Administration and Management
58%
Knowledge of business and management principles involved in strategic planning, resource allocation, human resources modeling, leadership technique, production methods, and coordination of people and resources.
Education and Training
51%
Knowledge of principles and methods for curriculum and training design, teaching and instruction for individuals and groups, and the measurement of training effects.
Top 10 Skills
Complex Problem Solving
78%
Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.
Reading Comprehension
78%
Understanding written sentences and paragraphs in work related documents.
Active Learning
75%
Understanding the implications of new information for both current and future problem-solving and decision-making.
Active Listening
75%
Giving full attention to what other people are saying, taking time to understand the points being made, asking questions as appropriate, and not interrupting at inappropriate times.
Critical Thinking
75%
Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions or approaches to problems.
Judgment and Decision Making
75%
Considering the relative costs and benefits of potential actions to choose the most appropriate one.
Speaking
73%
Talking to others to convey information effectively.
Writing
70%
Communicating effectively in writing as appropriate for the needs of the audience.
Monitoring
68%
Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.
Systems Analysis
68%
Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.
Top 10 Abilities
Oral Comprehension
80%
The ability to listen to and understand information and ideas presented through spoken words and sentences.
Oral Expression
80%
The ability to communicate information and ideas in speaking so others will understand.
Written Comprehension
80%
The ability to read and understand information and ideas presented in writing.
Deductive Reasoning
78%
The ability to apply general rules to specific problems to produce answers that make sense.
Fluency of Ideas
78%
The ability to come up with a number of ideas about a topic (the number of ideas is important, not their quality, correctness, or creativity).
Problem Sensitivity
78%
The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing there is a problem.
Written Expression
78%
The ability to communicate information and ideas in writing so others will understand.
Inductive Reasoning
75%
The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).
Information Ordering
75%
The ability to arrange things or actions in a certain order or pattern according to a specific rule or set of rules (e.g., patterns of numbers, letters, words, pictures, mathematical operations).
Speech Clarity
75%
The ability to speak clearly so others can understand you.
Top 10 Work Activities
Interacting With Computers
97%
Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
Analyzing Data or Information
93%
Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
Making Decisions and Solving Problems
93%
Analyzing information and evaluating results to choose the best solution and solve problems.
Updating and Using Relevant Knowledge
93%
Keeping up-to-date technically and applying new knowledge to your job.
Getting Information
90%
Observing, receiving, and otherwise obtaining information from all relevant sources.
Processing Information
90%
Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.
Developing Objectives and Strategies
89%
Establishing long-range objectives and specifying the strategies and actions to achieve them.
Thinking Creatively
88%
Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
Communicating with Supervisors, Peers, or Subordinates
86%
Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
Interpreting the Meaning of Information for Others
85%
Translating or explaining what information means and how it can be used.
Detailed Work Activities
Analyze website or related online data to track trends or usage.
Collaborate with others to develop or implement marketing strategies.
Design websites or web applications.
Implement advertising or marketing initiatives.
Coordinate project activities with other personnel or departments.
Develop performance metrics or standards related to information technology.
Analyze market or customer related data.
Evaluate utility of software or hardware technologies.
Recommend changes to improve computer or information systems.
Maintain the inventory of equipment.
Update knowledge about emerging industry or technology trends.
Coordinate resource procurement activities.
Design computer modeling or simulation programs.
Provide customer service to clients or users.
Write computer programming code.
Develop specifications or procedures for website development or maintenance.
Collaborate with others to determine design specifications or details.
Prepare graphics or other visual representations of information.
Develop computer or information security policies or procedures.
Develop guidelines for system implementation.
Work Context
Electronic Mail
How often do you use electronic mail in this job?
Spend Time Sitting
How much does this job require sitting?
Indoors, Environmentally Controlled
How often does this job require working indoors in environmentally controlled conditions?
Face-to-Face Discussions
How often do you have to have face-to-face discussions with individuals or teams in this job?
Freedom to Make Decisions
How much decision making freedom, without supervision, does the job offer?
Telephone
How often do you have telephone conversations in this job?
Structured versus Unstructured Work
To what extent is this job structured for the worker, rather than allowing the worker to determine tasks, priorities, and goals?
Importance of Being Exact or Accurate
How important is being very exact or highly accurate in performing this job?
Work With Work Group or Team
How important is it to work with others in a group or team in this job?
Frequency of Decision Making
How frequently is the worker required to make decisions that affect other people, the financial resources, and/or the image and reputation of the organization?
Education
Majors based on the broader career Market Research Analysts and Marketing Specialists
Major
Interests
Enterprising
77%
Enterprising occupations frequently involve starting up and carrying out projects. These occupations can involve leading people and making many decisions. Sometimes they require risk taking and often deal with business.
Investigative
62%
Investigative occupations frequently involve working with ideas, and require an extensive amount of thinking. These occupations can involve searching for facts and figuring out problems mentally.
Conventional
53%
Conventional occupations frequently involve following set procedures and routines. These occupations can include working with data and details more than with ideas. Usually there is a clear line of authority to follow.
Artistic
39%
Artistic occupations frequently involve working with forms, designs and patterns. They often require self-expression and the work can be done without following a clear set of rules.
Social
24%
Social occupations frequently involve working with, communicating with, and teaching people. These occupations often involve helping or providing service to others.
Realistic
19%
Realistic occupations frequently involve work activities that include practical, hands-on problems and solutions. They often deal with plants, animals, and real-world materials like wood, tools, and machinery. Many of the occupations require working outside, and do not involve a lot of paperwork or working closely with others.
Top 10 Work Styles
Analytical Thinking
95%
Job requires analyzing information and using logic to address work-related issues and problems.
Attention to Detail
93%
Job requires being careful about detail and thorough in completing work tasks.
Initiative
89%
Job requires a willingness to take on responsibilities and challenges.
Dependability
87%
Job requires being reliable, responsible, and dependable, and fulfilling obligations.
Adaptability/Flexibility
86%
Job requires being open to change (positive or negative) and to considerable variety in the workplace.
Achievement/Effort
85%
Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.
Persistence
85%
Job requires persistence in the face of obstacles.
Integrity
82%
Job requires being honest and ethical.
Innovation
80%
Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.
Cooperation
76%
Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.
Work Values
Achievement
77%
Occupations that satisfy this work value are results oriented and allow employees to use their strongest abilities, giving them a feeling of accomplishment. Corresponding needs are Ability Utilization and Achievement.
Working Conditions
67%
Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.
Independence
62%
Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.
Support
62%
Occupations that satisfy this work value offer supportive management that stands behind employees. Corresponding needs are Company Policies, Supervision: Human Relations and Supervision: Technical.
Recognition
58%
Occupations that satisfy this work value offer advancement, potential for leadership, and are often considered prestigious. Corresponding needs are Advancement, Authority, Recognition and Social Status.
Relationships
48%
Occupations that satisfy this work value allow employees to provide service to others and work with co-workers in a friendly non-competitive environment. Corresponding needs are Co-workers, Moral Values and Social Service.
