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I’m seeing the same myself and quite honestly it’s frustrating as job hunter, I’ve been exclusively on the SEM for years now and had always worked with other media channels like SEO and Social to build strategies. What is terrible is the fact that they want all these skills in one individual for such a sh*t salary.
Smaller companies expect full-stack marketers to cover SEO, social, analytics, and more because budgets are tight, but larger orgs still split roles up. I'd say it’s pretty new for one person to own everything but yes, it's the norm now.
I think it was kind of always the expectation but job listings have evolved as the job has. And now they want as much experience as they can get for the cheapest rate.
I’ve noticed that for larger companies too.
My guess is - More & more companies want things in house, so it’s a combination of want & not knowing it’s not common.
It’s how it’s been for me for the past 5-6 years. I had to learn all the tools. And I took multiple courses. And am even taking JavaScript for Google tag manager to be on top of my game. It’s a lot of learning and it can get pretty intense doing everything yourself. Esp when you are working for smaller organizations who require 4-5 jobs rolled into one. Bigger organizations can afford to have specialists for each field. But I’m job hunting as well and those roles are being seen next to none. So atleast I qualify for what the current companies are looking for. I’m on day 3 of applying for jobs. So let’s see if I can get a suitable paying job soon. I’m also looking for clients to freelance. If I get 2-3 clients in the next month, I might abort my job hunt. Best of luck to you.