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Forrester: Interactive marketers stick to tried and true

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Cambridge, Mass.—With marketing budgets tight because of the recession, interactive marketers are relying on tried-and-true tactics and shying away from committing dollars to emerging channels such as mobile and online video, according to a new Forrester Research report.

The survey, “Interactive Marketing Channels to Watch in 2009,” which polled 204 interactive marketing professionals online in March, found that more than 90% are clinging to direct response tactics such as e-mail and search. Meanwhile, spending on online video advertising is stagnant, with 66% of marketers involved, the same percentage as last year.

The Forrester study does show strength in one relatively new area. Investment in social media is growing, with 64% of respondents already investing in social applications such as podcasts, widgets, user-generated content and blogs, and another 22% expecting to do so within the next 12 months.

—Christopher Hosford

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