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Search Marketing Strategists

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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.

Sample of reported job titles: Digital Marketing Strategist, Digital Media Planner, Internet Marketing Specialist, Marketing Consultant, Online Marketing Consultant, Paid Search Consultant, Paid Search Strategist, Search Engine Optimization Consultant (SEO Consultant), SEO Strategist (Search Engine Optimization Strategist), Social Media Specialist

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Tasks  |  Technology Skills  |  Tools Used  |  Knowledge  |  Skills  |  Abilities  |  Work Activities  |  Detailed Work Activities  |  Work Context  |  Job Zone  |  Education  |  Credentials  |  Interests  |  Work Styles  |  Work Values  |  Wages & Employment  |  Job Openings  |  Additional Information

Tasks

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  • Manage tracking and reporting of search-related activities and provide analyses to marketing executives.See more occupations related to this task.
  • Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.See more occupations related to this task.
  • 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.See more occupations related to this task.
  • Participate in the development or implementation of online marketing strategy.See more occupations related to this task.
  • Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.See more occupations related to this task.
  • Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.See more occupations related to this task.
  • Assist in setting up or optimizing analytics tools for tracking visitors’ behaviors.See more occupations related to this task.
  • Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.See more occupations related to this task.
  • Create content strategies for digital media.See more occupations related to this task.
  • Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.See more occupations related to this task.
  • Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.See more occupations related to this task.
  • Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).See more occupations related to this task.
  • Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.See more occupations related to this task.
  • Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.See more occupations related to this task.
  • 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.See more occupations related to this task.
  • Propose online or multiple-sales-channel campaigns to marketing executives.See more occupations related to this task.
  • Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.See more occupations related to this task.
  • Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.See more occupations related to this task.
  • Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.See more occupations related to this task.
  • 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.See more occupations related to this task.
  • 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.See more occupations related to this task.
  • Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.See more occupations related to this task.
  • 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.See more occupations related to this task.
  • Execute or manage social media campaigns to inform search marketing tactics.See more occupations related to this task.
  • Conduct financial modeling for online marketing programs or Web site revenue forecasting.See more occupations related to this task.
  • Implement online customer service processes to ensure positive and consistent user experiences.See more occupations related to this task.
  • Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).See more occupations related to this task.
  • Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.See more occupations related to this task.

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Technology Skills

Show fewer All 23 displayed     Show 5 tools used
  • Business intelligence and data analysis software — BrightEdge; Conductor Searchlight; IBM Digital Analytics; Searchmetrics Suite (see all 5 examples)See more occupations related to this technology.
  • Customer relationship management CRM software — Customer information databases; Oracle EloquaSee more occupations related to this technology.
  • Data base management system software — Apache Solr Hot technology ; Elasticsearch Hot technology ; MySQL Hot technologySee more occupations related to this technology.
  • Data base user interface and query software — Microsoft Access Hot technology ; Microsoft SQL Server Hot technology ; Online databases; Structured query language SQL Hot technology (see all 7 examples)See more occupations related to this technology.
  • Data mining software — Google Analytics Hot technologySee more occupations related to this technology.
  • Document management software — Open Source Matters Joomla!See more occupations related to this technology.
  • Electronic mail software — Email software; Microsoft Outlook Hot technology ; Yahoo! EmailSee more occupations related to this technology.
  • Enterprise resource planning ERP software Hot technology — Microsoft Dynamics Hot technologySee more occupations related to this technology.
  • Graphics or photo imaging software — Adobe Systems Adobe Photoshop Hot technology ; JamBoardSee more occupations related to this technology.
  • Information retrieval or search software — PinterestSee more occupations related to this technology.
  • Instant messaging software — Twitter; WhatsAppSee more occupations related to this technology.
  • Internet browser software — Web browser softwareSee more occupations related to this technology.
  • Object or component oriented development software — Oracle Java Hot technologySee more occupations related to this technology.
  • Office suite software — Microsoft Office Hot technologySee more occupations related to this technology.
  • Presentation software — Microsoft PowerPoint Hot technologySee more occupations related to this technology.
  • Process mapping and design software — Microsoft Visio Hot technologySee more occupations related to this technology.
  • Project management software — Microsoft Project Hot technologySee more occupations related to this technology.
  • Sales and marketing software — Google AdWords Hot technology ; HubSpot software Hot technology ; Marketo Marketing Automation Hot technologySee more occupations related to this technology.
  • Spreadsheet software — Microsoft Excel Hot technologySee more occupations related to this technology.
  • Video creation and editing software — YouTube Hot technologySee more occupations related to this technology.
  • Web page creation and editing software — Adobe Systems Adobe Dreamweaver; Facebook Hot technology ; Google Webmaster Tools; LinkedIn Hot technology (see all 5 examples)See more occupations related to this technology.
  • Web platform development software — AJAX Hot technology ; Cascading style sheets CSS Hot technology ; Microsoft ASP.NET Hot technology ; Oracle JavaServer Pages JSP Hot technology (see all 12 examples)See more occupations related to this technology.
  • Word processing software — Microsoft Word Hot technologySee more occupations related to this technology.

Hot technology Hot Technology — a technology requirement frequently included in employer job postings.

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Knowledge

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  • Sales and Marketing — 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.See more occupations related to this knowledge.
  • Computers and Electronics — Knowledge of circuit boards, processors, chips, electronic equipment, and computer hardware and software, including applications and programming.See more occupations related to this knowledge.
  • English Language — Knowledge of the structure and content of the English language including the meaning and spelling of words, rules of composition, and grammar.See more occupations related to this knowledge.
  • Communications and Media — Knowledge of media production, communication, and dissemination techniques and methods. This includes alternative ways to inform and entertain via written, oral, and visual media.See more occupations related to this knowledge.
  • Mathematics — Knowledge of arithmetic, algebra, geometry, calculus, statistics, and their applications.See more occupations related to this knowledge.
  • Customer and Personal Service — 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.See more occupations related to this knowledge.

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Skills

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  • Complex Problem Solving — Identifying complex problems and reviewing related information to develop and evaluate options and implement solutions.See more occupations related to this skill.
  • Reading Comprehension — Understanding written sentences and paragraphs in work-related documents.See more occupations related to this skill.
  • Active Learning — Understanding the implications of new information for both current and future problem-solving and decision-making.See more occupations related to this skill.
  • Active Listening — 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.See more occupations related to this skill.
  • Critical Thinking — Using logic and reasoning to identify the strengths and weaknesses of alternative solutions, conclusions, or approaches to problems.See more occupations related to this skill.
  • Judgment and Decision Making — Considering the relative costs and benefits of potential actions to choose the most appropriate one.See more occupations related to this skill.
  • Speaking — Talking to others to convey information effectively.See more occupations related to this skill.
  • Writing — Communicating effectively in writing as appropriate for the needs of the audience.See more occupations related to this skill.
  • Monitoring — Monitoring/Assessing performance of yourself, other individuals, or organizations to make improvements or take corrective action.See more occupations related to this skill.
  • Systems Analysis — Determining how a system should work and how changes in conditions, operations, and the environment will affect outcomes.See more occupations related to this skill.
  • Systems Evaluation — Identifying measures or indicators of system performance and the actions needed to improve or correct performance, relative to the goals of the system.See more occupations related to this skill.
  • Coordination — Adjusting actions in relation to others’ actions.See more occupations related to this skill.
  • Persuasion — Persuading others to change their minds or behavior.See more occupations related to this skill.
  • Instructing — Teaching others how to do something.See more occupations related to this skill.
  • Time Management — Managing one’s own time and the time of others.See more occupations related to this skill.
  • Negotiation — Bringing others together and trying to reconcile differences.See more occupations related to this skill.
  • Service Orientation — Actively looking for ways to help people.See more occupations related to this skill.
  • Social Perceptiveness — Being aware of others’ reactions and understanding why they react as they do.See more occupations related to this skill.

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Abilities

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  • Oral Comprehension — The ability to listen to and understand information and ideas presented through spoken words and sentences.See more occupations related to this ability.
  • Oral Expression — The ability to communicate information and ideas in speaking so others will understand.See more occupations related to this ability.
  • Written Comprehension — The ability to read and understand information and ideas presented in writing.See more occupations related to this ability.
  • Deductive Reasoning — The ability to apply general rules to specific problems to produce answers that make sense.See more occupations related to this ability.
  • Fluency of Ideas — 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).See more occupations related to this ability.
  • Problem Sensitivity — The ability to tell when something is wrong or is likely to go wrong. It does not involve solving the problem, only recognizing that there is a problem.See more occupations related to this ability.
  • Written Expression — The ability to communicate information and ideas in writing so others will understand.See more occupations related to this ability.
  • Inductive Reasoning — The ability to combine pieces of information to form general rules or conclusions (includes finding a relationship among seemingly unrelated events).See more occupations related to this ability.
  • Information Ordering — 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).See more occupations related to this ability.
  • Speech Clarity — The ability to speak clearly so others can understand you.See more occupations related to this ability.
  • Speech Recognition — The ability to identify and understand the speech of another person.See more occupations related to this ability.
  • Category Flexibility — The ability to generate or use different sets of rules for combining or grouping things in different ways.See more occupations related to this ability.
  • Originality — The ability to come up with unusual or clever ideas about a given topic or situation, or to develop creative ways to solve a problem.See more occupations related to this ability.
  • Flexibility of Closure — The ability to identify or detect a known pattern (a figure, object, word, or sound) that is hidden in other distracting material.See more occupations related to this ability.
  • Near Vision — The ability to see details at close range (within a few feet of the observer).See more occupations related to this ability.
  • Selective Attention — The ability to concentrate on a task over a period of time without being distracted.See more occupations related to this ability.

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Work Activities

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  • Working with Computers — Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.See more occupations related to this activity.
  • Analyzing Data or Information — Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.See more occupations related to this activity.
  • Updating and Using Relevant Knowledge — Keeping up-to-date technically and applying new knowledge to your job.See more occupations related to this activity.
  • Making Decisions and Solving Problems — Analyzing information and evaluating results to choose the best solution and solve problems.See more occupations related to this activity.
  • Getting Information — Observing, receiving, and otherwise obtaining information from all relevant sources.See more occupations related to this activity.
  • Processing Information — Compiling, coding, categorizing, calculating, tabulating, auditing, or verifying information or data.See more occupations related to this activity.
  • Developing Objectives and Strategies — Establishing long-range objectives and specifying the strategies and actions to achieve them.See more occupations related to this activity.
  • Thinking Creatively — Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.See more occupations related to this activity.
  • Communicating with Supervisors, Peers, or Subordinates — Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.See more occupations related to this activity.
  • Interpreting the Meaning of Information for Others — Translating or explaining what information means and how it can be used.See more occupations related to this activity.
  • Identifying Objects, Actions, and Events — Identifying information by categorizing, estimating, recognizing differences or similarities, and detecting changes in circumstances or events.See more occupations related to this activity.
  • Providing Consultation and Advice to Others — Providing guidance and expert advice to management or other groups on technical, systems-, or process-related topics.See more occupations related to this activity.
  • Organizing, Planning, and Prioritizing Work — Developing specific goals and plans to prioritize, organize, and accomplish your work.See more occupations related to this activity.
  • Establishing and Maintaining Interpersonal Relationships — Developing constructive and cooperative working relationships with others, and maintaining them over time.See more occupations related to this activity.
  • Communicating with People Outside the Organization — Communicating with people outside the organization, representing the organization to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.See more occupations related to this activity.
  • Documenting/Recording Information — Entering, transcribing, recording, storing, or maintaining information in written or electronic/magnetic form.See more occupations related to this activity.
  • Selling or Influencing Others — Convincing others to buy merchandise/goods or to otherwise change their minds or actions.See more occupations related to this activity.
  • Training and Teaching Others — Identifying the educational needs of others, developing formal educational or training programs or classes, and teaching or instructing others.See more occupations related to this activity.
  • Estimating the Quantifiable Characteristics of Products, Events, or Information — Estimating sizes, distances, and quantities; or determining time, costs, resources, or materials needed to perform a work activity.See more occupations related to this activity.
  • Evaluating Information to Determine Compliance with Standards — Using relevant information and individual judgment to determine whether events or processes comply with laws, regulations, or standards.See more occupations related to this activity.
  • Monitoring Processes, Materials, or Surroundings — Monitoring and reviewing information from materials, events, or the environment, to detect or assess problems.See more occupations related to this activity.
  • Scheduling Work and Activities — Scheduling events, programs, and activities, as well as the work of others.See more occupations related to this activity.
  • Coaching and Developing Others — Identifying the developmental needs of others and coaching, mentoring, or otherwise helping others to improve their knowledge or skills.See more occupations related to this activity.
  • Developing and Building Teams — Encouraging and building mutual trust, respect, and cooperation among team members.See more occupations related to this activity.
  • Guiding, Directing, and Motivating Subordinates — Providing guidance and direction to subordinates, including setting performance standards and monitoring performance.See more occupations related to this activity.
  • Monitoring and Controlling Resources — Monitoring and controlling resources and overseeing the spending of money.See more occupations related to this activity.

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Detailed Work Activities

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  • Implement advertising or marketing initiatives.See more occupations related to this activity.
  • Collaborate with others to develop or implement marketing strategies.See more occupations related to this activity.
  • Design websites or web applications.See more occupations related to this activity.
  • Analyze website or related online data to track trends or usage.See more occupations related to this activity.
  • Coordinate project activities with other personnel or departments.See more occupations related to this activity.
  • Develop performance metrics or standards related to information technology.See more occupations related to this activity.
  • Analyze market or customer related data.See more occupations related to this activity.
  • Evaluate utility of software or hardware technologies.See more occupations related to this activity.
  • Recommend changes to improve computer or information systems.See more occupations related to this activity.
  • Provide customer service to clients or users.See more occupations related to this activity.
  • Maintain the inventory of equipment.See more occupations related to this activity.
  • Update knowledge about emerging industry or technology trends.See more occupations related to this activity.
  • Coordinate resource procurement activities.See more occupations related to this activity.
  • Write computer programming code.See more occupations related to this activity.
  • Design computer modeling or simulation programs.See more occupations related to this activity.
  • Develop specifications or procedures for website development or maintenance.See more occupations related to this activity.
  • Collaborate with others to determine design specifications or details.See more occupations related to this activity.
  • Prepare graphics or other visual representations of information.See more occupations related to this activity.
  • Develop computer or information security policies or procedures.See more occupations related to this activity.
  • Develop guidelines for system implementation.See more occupations related to this activity.

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Work Context

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  • Electronic Mail — 91% responded “Every day.”See more occupations related to this work context.
  • Spend Time Sitting — 87% responded “Continually or almost continually.”See more occupations related to this work context.
  • Freedom to Make Decisions — 48% responded “Some freedom.”See more occupations related to this work context.
  • Indoors, Environmentally Controlled — 78% responded “Every day.”See more occupations related to this work context.
  • Structured versus Unstructured Work — 57% responded “Some freedom.”See more occupations related to this work context.
  • Telephone — 43% responded “Once a week or more but not every day.”See more occupations related to this work context.
  • Face-to-Face Discussions — 43% responded “Every day.”See more occupations related to this work context.
  • Duration of Typical Work Week — 61% responded “40 hours.”See more occupations related to this work context.
  • Impact of Decisions on Co-workers or Company Results — 48% responded “Important results.”See more occupations related to this work context.
  • Importance of Being Exact or Accurate — 39% responded “Very important.”See more occupations related to this work context.
  • Time Pressure — 61% responded “Once a week or more but not every day.”See more occupations related to this work context.
  • Work With Work Group or Team — 39% responded “Very important.”See more occupations related to this work context.
  • Contact With Others — 39% responded “Contact with others most of the time.”See more occupations related to this work context.
  • Level of Competition — 52% responded “Highly competitive.”See more occupations related to this work context.
  • Frequency of Decision Making — 35% responded “Once a week or more but not every day.”See more occupations related to this work context.
  • Coordinate or Lead Others — 43% responded “Important.”See more occupations related to this work context.

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Job Zone

Title Job Zone Four: Considerable Preparation Needed
Education Most of these occupations require a four-year bachelor’s degree, but some do not.
Related 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.
Job Training Employees in these occupations usually need several years of work-related experience, on-the-job training, and/or vocational training.
Job Zone 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.
SVP Range (7.0 to < 8.0)

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Education


Percentage of Respondents
Education Level Required
48   Bachelor’s degree
22   Associate’s degree
17   Some college, no degree

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Credentials

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Interests

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Interest code: EIC   Want to discover your interests? Take the O*NET Interest Profiler at My Next Move.

  • Enterprising — 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.See more occupations related to this interest.
  • Investigative — 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.See more occupations related to this interest.
  • Conventional — 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.See more occupations related to this interest.

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Work Styles

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  • Analytical Thinking — Job requires analyzing information and using logic to address work-related issues and problems.See more occupations related to this work style.
  • Attention to Detail — Job requires being careful about detail and thorough in completing work tasks.See more occupations related to this work style.
  • Initiative — Job requires a willingness to take on responsibilities and challenges.See more occupations related to this work style.
  • Dependability — Job requires being reliable, responsible, and dependable, and fulfilling obligations.See more occupations related to this work style.
  • Adaptability/Flexibility — Job requires being open to change (positive or negative) and to considerable variety in the workplace.See more occupations related to this work style.
  • Achievement/Effort — Job requires establishing and maintaining personally challenging achievement goals and exerting effort toward mastering tasks.See more occupations related to this work style.
  • Persistence — Job requires persistence in the face of obstacles.See more occupations related to this work style.
  • Integrity — Job requires being honest and ethical.See more occupations related to this work style.
  • Innovation — Job requires creativity and alternative thinking to develop new ideas for and answers to work-related problems.See more occupations related to this work style.
  • Cooperation — Job requires being pleasant with others on the job and displaying a good-natured, cooperative attitude.See more occupations related to this work style.
  • Independence — Job requires developing one’s own ways of doing things, guiding oneself with little or no supervision, and depending on oneself to get things done.See more occupations related to this work style.
  • Stress Tolerance — Job requires accepting criticism and dealing calmly and effectively with high-stress situations.See more occupations related to this work style.
  • Leadership — Job requires a willingness to lead, take charge, and offer opinions and direction.See more occupations related to this work style.
  • Self-Control — Job requires maintaining composure, keeping emotions in check, controlling anger, and avoiding aggressive behavior, even in very difficult situations.See more occupations related to this work style.

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Work Values

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  • Achievement — 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.See more occupations related to this work value.
  • Working Conditions — Occupations that satisfy this work value offer job security and good working conditions. Corresponding needs are Activity, Compensation, Independence, Security, Variety and Working Conditions.See more occupations related to this work value.
  • Independence — Occupations that satisfy this work value allow employees to work on their own and make decisions. Corresponding needs are Creativity, Responsibility and Autonomy.See more occupations related to this work value.

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Wages & Employment Trends

Median wage data for Market Research Analysts and Marketing Specialists.
Employment data for Market Research Analysts and Marketing Specialists.
Industry data for Market Research Analysts and Marketing Specialists.

Median wages (2020) $31.64 hourly, $65,810 annual
State wages
 
Local wages
  
Employment (2020) 740,900 employees
Projected growth (2020-2030) Much faster than average (15% or higher) Much faster than average (15% or higher)
Projected job openings (2020-2030) 96,000
State trends
 
Top industries (2020)
Professional, Scientific, and Technical Services
Finance and Insurance

Source: Bureau of Labor Statistics 2020 wage data external site and 2020-2030 employment projections external site. “Projected growth” represents the estimated change in total employment over the projections period (2020-2030). “Projected job openings” represent openings due to growth and replacement.

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Job Openings on the Web

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Sources of Additional Information

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Disclaimer: Sources are listed to provide additional information on related jobs, specialties, and/or industries. Links to non-DOL Internet sites are provided for your convenience and do not constitute an endorsement.

  • Digital Analytics Association external site
  • Insights Association external site
  • Occupational Outlook Handbook: Market research analysts external site
  • Organization of Search Engine Optimization Professionals external site
  • SEMPO external site
  • World Organization of Webmasters external site

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This page includes information from O*NET OnLine by the U.S. Department of Labor, Employment and Training Administration (USDOL/ETA). Used under the CC BY 4.0 license. O*NET® is a trademark of USDOL/ETA.

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