ONET Survey

As part of the not-for-profit, WebProfessionals.org on-going effort to provide support to individuals and organizations who create, manage or market web sites, we are collaborating with Research Triangle Institute (RTI) on the Occupational Information Network (O*NET) sponsored by the U.S. Department of Labor. The O*NET program provides information regarding more than 900 occupations nationwide. The USDOL’s O*NET data is available free of charge and used by millions of people who are exploring the world of work including students, educators, workforce development staff, veterans, those who’ve been laid off, as well as many others. WOW has decided to take action and pass along the following opportunity to our members and certification holders.

Request

We are asking for the assistance of all of our U.S. based WOW certification holders and members who perform in the occupation of a Search Marketing Strategist to help in identifying this profession — a new and emerging USDOL O*NET standard occupational classification scheduled to debut in the near future. Those who meet the criteria below, and are randomly selected to be contacted by RTI, will receive US$40.00 for their time and effort.

Criteria

Please review the Search Marketing Strategists description (versus title) found below this message to determine if you are a proper occupational match. In order to qualify, you must:

Fit the occupation description (see below)
Be based in the United States and have at least one year of professional experience performing as a Search Marketing Strategists
AND have a minimum of five years combined professional experience practicing, teaching, researching, consulting, and/or supervising others who perform in this occupation

You must still be actively involved in this field

How to Participate

If any of you or any of your colleagues would like to participate, we ask that you please do the following:

Include in an e-mail the following: full name, title, mailing address, phone number, occupation of expertise (Search Marketing Strategists), subgroup/specialty area (if applicable), years of experience, and association affiliation (ex: WOW).

Send the email to Jean Leech at jleech@onet.rti.org with reference code “WOW” in the subject line.
If there are any questions – please feel free to email Jean or call her toll-free at 877-233-7348 extension 104.

Process and Participation Incentive

A random sample of WOW members will be contacted by telephone. If you are selected, an O*NET representative will call you to request your voluntary participation. The call will last approximately 3 to 5 minutes to verify your eligibility and ask if you are willing to complete a set of questionnaires (paper or online versions available). By participating, you are contributing to a key resource, providing our nation’s citizens with continuously updated occupational information. Each randomly selected participant will receive $40.00 cash along with an oak-framed certificate of appreciation from the USDOL.

Confidentiality

All O*NET data collection procedures were approved by RTI’s Institutional Review Board which protects the rights of research participants. To maintain confidentiality, only a few RTI staffers have access to individual level data and all have signed confidentiality agreements. Your expert input will be combined with that provided by other occupation experts, and will be used to define work values and worker characteristics for this occupation. The O*NET data is published and released at the occupation level only and/or reported in aggregate form only.

The USDOL’s O*NET Program relies on the good nature of our WOW experts to accurately complete the occupational research. We greatly appreciate your participation in this research as we continue to advance the roles of Web professionals.

Please accept our sincere thanks for your time and participation.

________________________________________________

Standard Occupational Classification (SOC) Title:

Search Marketing Strategists

O*NET-SOC Code:

15-1099.62

Description:

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.

These are some of the alternate titles for this occupation:

Digital Marketing Strategist
E-commerce Strategist
Interactive Media Marketing Director
Internet Marketing Strategist
Internet Media Planner
New Media Strategist
SEM Strategist
SEO Strategist
Social Media Strategist
Web Analyst

These occupations are NOT the same as this occupation:

11-2011.00 Advertising and Promotions Managers
15-1071.01 Computer Security Specialists
49-2094.00 Electrical and Electronics Repairers, Commercial and Industrial Equipment
49-2097.00 Electronic Home Entertainment Equipment Installers and Repairers
27-3031.00 Public Relations Specialists
15-1099.01 Software Quality Assurance Engineers and Testers
15-1081.51 Telecommunications Specialists
15-1099.05 Web Administrators
15-1099.04 Web Developers

Task List: (The order of the tasks in this list does not imply relative importance to the occupation.)

Collaborate with other marketing staff to integrate and complement marketing strategies across multiple sales channels.
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.
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.
Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.
Communicate and collaborate with merchants, Webmasters, bloggers, or online editors to strategically place hyperlinks.
Conduct financial modeling for online marketing programs or Web site revenue forecasting.
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.
Conduct online marketing initiatives, such as paid ad placement, affiliate programs, sponsorship programs, email promotions, or viral marketing campaigns on social media Web sites.
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.
Coordinate with developers to optimize Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
Create content strategies for digital media.
Develop transactional Web applications, using Web programming software and knowledge of programming languages, such as hypertext markup language (HTML) and extensible markup language (XML).
Evaluate new emerging media or technologies and make recommendations for their application within Internet marketing or search marketing campaigns.
Execute and manage communications with digital journalists or bloggers.
Execute or manage banner, video, or other non-text link ad campaigns.
Execute or manage social media campaigns to inform search marketing tactics.
Identify and develop commercial or technical specifications, such as usability, pricing, checkout, or data security, to promote transactional internet-enabled commerce functionality.
Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
Optimize digital assets, such as text, graphics, or multimedia assets, for search engine optimization (SEO) or for display and usability on internet-connected devices.
Optimize shopping cart experience or Web site conversion rates against Key Performance Indicators (KPIs).
Optimize Web site exposure by analyzing search engine patterns to direct online placement of keywords or other content.
Participate in the development or implementation of online marketing strategy.
Prepare electronic commerce designs or prototypes, such as storyboards, mock-ups, or other content, using graphics design software.
Propose online or multiple-sales-channel campaigns to marketing executives.
Purchase or negotiate placement of listings in local search engines, directories, or digital mapping technologies.

Additional Task List: (The order of the tasks in this list does not imply relative importance to the occupation.)

Assist in setting up or optimizing analytics tools for tracking visitors’ behaviors.
Assist in the development of online transactional or security policies.
Assist in the evaluation or negotiation of contracts with vendors or online partners.
Define product requirements, based on market research analysis, in collaboration with user interface design and engineering staff.
Identify methods for interfacing Web application technologies with enterprise resource planning or other system software.
Identify, evaluate, or procure hardware or software for implementing online marketing campaigns.
Implement online customer service processes to ensure positive and consistent user experiences.
Improve search-related activities through ongoing analysis, experimentation, or optimization tests, using A/B or multivariate methods.
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.
Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
Resolve product availability problems in collaboration with customer service staff.