iProspect released a study that found search engine marketers perform an average of five other job functions in addition to search engine marketing.
Website design is the most frequently cited non-SEM function also performed by search marketers (58 percent), with email advertising being the second most reported additional function they perform (57 percent), according to the study.
iProspect says that the findings suggest that companies are not serious about investing human resources in the management of search engine marketing.
"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 organizations to develop this skill set internally," says Robert Murray, president, iProspect.
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