Marketers to shift budgets to social, search and mobile

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Indianapolis—Marketers plan to increase their online marketing budgets by an average of 17% this year, drawing money away from traditional channels such as TV, print and radio advertising, according to a new report from e-mail marketing company ExactTarget and Internet market research company Econsultancy. According to the companies' "Marketing Budgets 2010: Effectiveness, Measurement and Allocation," two-thirds of marketers are planning to increase their investment in social media, even though less than 20% say they can effectively measure their return on that spending. In addition, search marketing will get a big boost—64% of companies plan to increase budgets for search-engine optimization (organic search), while 51% will increase spending on paid search. And 56% plan to increase their budgets for mobile marketing. The online study of 1,000 marketers was conducted last month.
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