Marketers Wary of Emerging Media

NEW YORK While professing interest in new Web channels like social networks and video games, most marketers have no plans to use the venues in the next year.

Forrester Research, in a survey of 253 interactive marketers, found a reluctance to shift from more tried-and-true online channels like search and e-mail marketing.

While in-game advertising and advergaming has received much attention, 72 percent of marketers do not plan to use it in the next year. The story is the same for mobile marketing, which is used by 11 percent of respondents and 57 percent of whom say they do not plan to try it in the next year.