Search Marketing Strategists in Digital Advertising

Key Responsibilities

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