Online retailers are sticking to basics when spending their marketing budgets. However, they’re also expanding quickly into areas such as mobile and social marketing, according to a study from Forrester Research and Shop.org.
Marketing spending by e-retailers is still mostly focused on time-tested methods, such as paid search and e-mail, according to the study. While interactive marketing budgets vary by company, web merchants big and small spend the largest share of their marketing dollars on paid search, at about 40%. E....