2009 In-House SEM Salary Survey. November 2009

Transcription

1 2009 In-House SEM Salary Survey November 2009

2 Analysis Overview & Agenda About SEMPO Methodology Respondent Background Salary Economic Effects Inside the In-House SEM Companies/Organizations Summary of Findings 2

3 About SEMPO SEMPO is a global non-profit organization serving the search engine marketing industry and marketing professionals engaged in it. Our purpose is to provide a foundation for industry growth through building stronger relationships, fostering awareness, providing education, promoting the industry, generating research, and creating a better understanding of search and its role in marketing. This survey provides an unprecedented inside look at in-house marketers salaries, job roles and responsibilities, verticals/segments, compensation extras and perks, budgets, and more. Please visit for more information. 3

4 Methodology 2nd Annual In-House Salary Survey Twenty-two question survey (written responses included in some parts of the survey) Survey was sent to all SEMPO members through Survey responses collected between January 2009 to March 2009 Information analysis and commentary provided by TMP Directional Marketing 4

5 Respondent Background

6 Respondents: Who They Are The majority of respondents (189 or 34%) that filled out this survey were inhouse managers. Title of Respondents Question: What is your title? Who do you report to? NOTE: Other includes write-in responses 6

7 Respondents: Who They Report to/now Many Report to Them Most respondents report to a Director or Vice President (323 or 56%). 39% of respondents have 1-3 people reporting to them. Who Respondents Report to Number of People that Report to You Question: Who do you report to? How many people report to you? NOTE: Other includes write-in responses 7

8 Demographics: US and Canada Respondent Locations Demographics US and Canada Respondent Locations Top 10 US State Locations Canada Province Locations % of Respondents % of Respondents Question: Where are you located? NOTE: Only top 10 US states reported. Only Canadian provinces that had respondents are shown. 8

9 Demographics: Population Population of City/Town/Community Population Ranges Respondents Question: What is the population (roughly) of city/town/community? 9

10 Demographics: Number of Employees Number of Employees at Company/Organization Number of Employees Respondents Question: How many people work for your organization? (In total, not just "your office".) 10

11 Salary

12 Salary: Annual Salary Ranges The largest amount of respondents fell between the salary range of $50k - $60k (72 respondents), with second being $70k $80k (66 respondents) Annual Salary Ranges of Respondents Annual Salary Range Respondents Question: Please select your salary range (just your yearly salary here) - numbers shown are in US dollar amounts. 12

13 Salary: Salary Ranges for 0-3 Years of Experience For respondents with 0-3 years of experience, salaries are on the rise for those now making between $40k and $100k, but less respondents get paid over $100k than they did two years ago. Annual Salary Ranges for Respondents with 0-3 Years of Experience % of Respondents Annual Salary Range Question: Of the respondents that answered the Question What is your title and who selected a salary range what did the respondents with 0-3 years of experience have for salary ranges? 13

14 Salary: Salary Ranges for 3-5 Years of Experience For respondents with 3-5 years of experience, salaries are on the rise for those now making between $70k and $90k and those making between $120k and $180k. Annual Salary Ranges for Respondents with 3-5 Years of Experience % of Respondents Annual Salary Range Question: Of the respondents that answered the Question What is your title and who selected a salary range what did the respondents with 3-5 years of experience have for salary ranges? 14

15 Salary: Salary Ranges for 5-7 Years of Experience For respondents with 5-7 years of experience, salaries have remained the same for those making $100k - $120k each year, and a higher percentage of respondents are making $60k - $90k and $120k - $160k, but salaries in the range of $160k - $250k+ have decreased for this experience level. Annual Salary Ranges for Respondents with 5-7 Years of Experience % of Respondents Annual Salary Range Question: Of the respondents that answered the Question What is your title and who selected a salary range what did the respondents with 5-7 years of experience have for salary ranges? 15

16 Salary: Salary Ranges for 7-9 Years of Experience For respondents with 7-9 years of experience, salaries are different then they were two years ago an increase in higher salaries. In 2007 the highest percentage of respondents made $40k - $50k or $80k - $90k. Now they make $60k - $80k or $120- $140k. Annual Salary Ranges for Respondents with 7-9 Years of Experience % of Respondents Annual Salary Range Question: Of the respondents that answered the Question What is your title and who selected a salary range what did the respondents with 7-9 years of experience have for salary ranges? 16

17 Salary: Salary Ranges for 9+ Years of Experience For respondents with 9+ years of experience, salaries have increased on the high end of the spectrum ($90k - $120k and $250k+), but have also increased in the fact that no respondents with this much experience make under $30k in Annual Salary Ranges for Respondents with 9+ Years of Experience % of Respondents Annual Salary Range Question: Of the respondents that answered the Question What is your title and who selected a salary range what did the respondents with 9+ years of experience have for salary ranges? 17

18 Salary: Title and Salary Ranges for Each Title of Respondents and Salary for Majority of Respondents Title Salary Ranges for Majority* of Respondents Percent of Respondents in this Range Entry Analyst $30 - $50k 57% Senior Analyst $40k - $70k 53% Manager $50k $90k 62% Senior Manager $70k - $120k 60% Director $100k - $160k 54% Vice President $160k - $250k+ 50% Question: Of the respondents that answered the Question What is your title and who selected a salary range what did the majority of respondents in each title have for a salary range. *Majority is a combination of respondents in 2 or more salary ranges to equal 50% or more. 18

19 Benefits: Current Benefits of Respondents Number of Respondents with Selected Benefits in their Current Position Question: Select the options that apply to your situation please. NOTE: Respondents could answer with multiple options. Respondents 19

20 Benefits: Current Benefits of Respondents Surprisingly enough, if respondents could not get the salary they requested, they were more likely to ask for a telecommuting option over every other type of benefit. Also, only a small number of respondents would not take the job if they couldn t get the salary they requested. Perks that Respondents Would Accept if Requested Salary Could Not Be Obtained Respondents Question: If a company couldn't offer you the salary you wanted, what perks could they provide to offset the gap? NOTE: Responses were all written, and respondents could answer with multiple options. 20

21 Economic Effects

22 Effects of the Economy: on Compensation The majority of respondents are being affected by the economy in some way or another. Is Your Compensation (in any way) Being Affected By the Economy? If so, how? Question: Is your compensation being affected by the economy? For example, some companies are not paying employees bonuses this year. Others are cutting back on company events, benefits and training/learning opportunities - are you being affected? NOTE: Responses are all written, and reasons why respondents were being affected were also analyzed. 22

23 Effects of the Economy: on PPC and SEO Budgets How the economy affects PPC and SEO budgets varies across respondents, but 28% of respondents agree that they have to do more with less (same budgets, more pressure to fine-tune ROI from the same dollars invested). Effects of Economic Climate on PPC & SEO Budgets Respondents Question: Has the current economic climate had an effect on your budgets for PPC & SEO? (select all applicable) 23

24 Inside the In-House SEM Companies/Organizations

25 Respondent Role Respondents Role Within Company/Organization Question: Please help us understand your role within your company. 25

26 Experience With In-House Search Marketing The largest amount of respondents have been doing in-house search marketing for 0-3 years (193 or 42%), with most of these respondents being Individual Contributors. Number of Years Respondents Have Been Doing In-House Search Marketing (Organic or PPC) Experience Range by Role in Organization Question: How long have you been doing in-house search marketing (organic or PPC)? 26

27 Side work: Current Views Based on Organization Policies An overwhelming amount of respondents (232 or 49%) feel that they are allowed to do side work because their company/organization never clearly stated that they could not. Are You Permitted to do side work to Augment Your Income? Respondents Question: Are you permitted to do "side work" to augment your income? (This assumes you will take on work NOT in conflict with your company's goals/objectives.) NOTE: Answers written in as other categorized as well. 27

28 Side work: Role of Respondents & Views on Side Work Role of Respondents & Side Work Organization Policies Question: Of the respondents that answered the Question Please help us understand your role within the company and who commented on how side work was portrayed within their company/organization - what did respondents with certain roles say about side work within their company/organization? 28

29 IN-House Search Marketing Team: Organization and Department Are You A Part of a Dedicated In-House Search Marketing Team? Department That In-House SEM Team Falls Under Question: Are you part of a dedicated In-House Search Marketing Team (Yes, one person can be a team...)? In general, which department does this team fall under? NOTE: Other includes write-in responses 29

30 SEM Budget Size With SEM Budgets, it seems that there s hardly an in-between. Most budgets are either on the low end ($0-$50k), or are above $250k. Size of Monthly SEM Budget Managed Monthly SEM Budget Respondents Question: Please share the size of the SEM budget you manage. (This is a MONTHLY amount.) - all information will remain confidential 30

31 Business to Consumer Categories % of Respondents that Answered Top 20 Business to Consumer (B2C) Categories Among Respondents Question: Business to Consumer categories - please select the one that is closest to your area of operation (top 20 results shown) NOTE: Analysis also includes categorized other written in categories 31

32 Business to Business Categories Top 20 Business to Business (B2B) Categories Among Respondents % of Respondents that Answered Question: Business to Business categories - please select the one that is closest to your area of operation (top 20 results shown) 32

33 Search Engine Marketing Focus The majority of respondents are managing organic search marketing, either on its own or combined with PPC efforts. Main Focus of Respondent s Role in Company/Organization Respondents Question: What is the main focus of your role (You spend your time on...)? 33

34 Respondents and Their Main Focus Respondent Title and Their Primary Focus Question: Of the respondents that answered the Question What is your title and of those who specified what they spend their time on what did the respondents in each title spend their time on. NOTE: Other includes those who did not fall into one of the titles, but who wrote in their own title 34

35 Respondents Focus and Side Work Respondent Focus and Primary Organization Beliefs About Side Work Question: Of the respondents that answered the Question You spend your time on and who also commented on how side work was portrayed within their company/organization - what did respondents with a certain role focus say about side work within their company/organization? 35

36 Additional SEM Duties Besides SEO and PPC, respondents are spending a lot of their time working on campaigns that involve Social Networks and Marketing. Which of the Following Are a Part of Your Search Marketing Duties? Respondents Question: Do you use any of the following as part of your search marketing duties when promoting your site/product (check all that apply): 36

37 Summary of Findings

38 Summary of Findings About Respondents The majority of respondents were In-House Managers Live all across the US (most heavily concentrated in California) Majority come from companies with less than 1,000 employees Salary Respondents are making, on average, between $40k and $80k annual Salaries have increased since the 2007 survey, no matter how much experience you have with in-house search marketing. Majority of respondents receive full benefits & 401k Respondents most likely to accept a telecommuting option if they could not get the salary they requested. Only a small percentage would NOT take the job if that salary could not be obtained. Economic Effects 57% of respondents are feeling the effects of the economy on their own compensation. Respondents are being affected hardest by the economy in terms of the bonuses and salaries they receive. Also, the majority of respondents feel that they re required to do more with less in terms of SEO and PPC budgets. 38

39 Summary of Findings Inside the In-House SEM Companies/Organizations The highest number of respondents only have between 0 and 3 years of experience in search marketing these responses coming mostly from individual contributors. Most respondents believe that their company permits them to do side work in so much as the company has not specified that they couldn t do it. SEM budgets are mostly below $50k or above $250k with hardly any in the inbetween area. The Travel industry was the largest B2C category represented, and Internet was the largest B2B category represented in this survey. The highest amount of respondents say that their primary focus in their role is Organic and PPC only (but this varies depending on the individual s role in the company). Beside SEO and PPC, respondents deal most with Social Networking and Marketing campaigns. 39

40 Thank You