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

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-mail and affiliate marketing rounded out the top spending strategies, regardless of budget size.

Retailers are big believers in search-engine marketing.  Ninety percent named it among their top three tactics for drawing in new customers, followed by affiliate programs (50%) and organic traffic (42%).

E-tailers are developing new marketing tactics involving social media and mobile marketing, but those are still early in development. According to the study, retailers are much more confident in the potential of mobile marketing, regardless of the hype of social media networks.

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