Breakdowns in gender demographics told a different story, though: women only out-earned men if they fell into the 1-2 and 2-3 years of experience demographics. When it came to the entry level, 3-5, 5-10, and 10+ years of experience categories, males earned more than their female counterparts. For males with 10+ years of experience in online marketing, their salaries averaged over $30,000 more per year than similarly experienced female internet marketing consultants.
WordStream, another online marketer, decided to test the effects of gender bias in online marketing by comparing customer service satisfaction scores between five male and four female employees. The overall results illustrated that not only did female employees receive lower scores than males, but they performed just as well if not better than their male coworkers in other areas.
The scores for male customer service reps at WordStream averaged 3.4 out of 4, while females averaged 2.75, according to each rep’s customer satisfaction ratings. In fact, WordStream found that all male employees, even with the lowest scores, were still rated higher than the female representatives on average, with no female representatives averaging higher than 2.88 on their surveys.
WordStream also analyzed the performance of client accounts based on which representatives supported them and found that the female-supported accounts had higher AdWords scores than the male-supported accounts by as much as nine points. Even one of the firm’s top accounts, which had some of the best AdWords scores and revenues for all clients, still rated its female customer support representative a 3 out of 4 in terms of satisfaction.
So what does all of this mean? The findings for these reports have a variety of implications. To start with, women in general typically have to work much harder just to be viewed as equals in the internet marketing industry, and potential fixes for this issue are hard to come by.
For now, online marketers and others in the tech field (such as SEO resellers) should look to a future that ensures equality across gender and salary levels. With less gender bias in search marketing, this could lead to other advantages in online advertising. Hearing from different demographics, such as across gender lines, for example, could lead to higher revenues for internet marketers’ clientele and other untold advantages.