NEW YORK: Online retailers are shifting their marketing from traditional advertising to less expensive tools like Facebook.com and Twitter and e-mail as they seek market share or just work to retain customers, according to an industry study being released Tuesday.
Conducted by Internet analysis firm Forrester Research for Shop.org - the online arm of the trade group National Retail Federation - the survey found that merchants believe online business is better suited to withstand an economic downturn than physical stores or catalogs, though they acknowledge challenges for both.
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