Search Engine Marketing, Search Engine Optimization and Search Engine Positioning Weekly Free Newsletter, May 13, 2006 edition

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(Continued) The RFS Newsletter, May 13, 2006. Page 2
In addition, 26 percent of search professionals also handle IT functions, which means that search marketers most likely work for companies' information technology departments, rather than the marketing departments. Despite the effectiveness of search marketing and its growing importance in overall marketing campaigns, many companies are not dedicating full-time staff to the channel, according to the study. "Organizations should be mindful that search marketing is complex, time intensive, and requires dedicated resources. If they had a dedicated person overseeing SEO and paid search in-house, their returns would be very different," said Robert Murray, president, iProspect.

Mr. Murray believes the lack of dedicated staff to search may reflect the limited pool of experienced search marketing talent, as well as the need for some organizations to develop search programs internally. "However, it also suggests that search marketing is still relatively new at some organizations and the lack of dedicated resources to the channel are likely due to the absence of enough early results to warrant investment at this stage," Mr. Murray said.

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