Mobile data use has doubled since 2003, but today's enterprises are, for the most part, ignoring mobile as a marketing channel, according to a new report by Forrester Research.

On the other hand, marketers are rapidly hopping on the bandwagon of social media advertising, according to Forrester. "Adoption of social media has grown significantly in the past 12 months," says the report, which is called "Interactive Marketing Channels to Watch in 2007."

Last year only 13 percent of marketers were dipping their toes into blog advertising and only 10 percent were experimenting with RSS, the report found. "Today, 40 percent of marketers are using or piloting RSS while 34 percent use or are piloting blogs," it says.

Nevertheless, marketers are playing it safe by sticking with e-mail and search for most of their interactive efforts. The researchers painted a picture of over-cautious, if not cowardly, marketing departments that watch and mimic each other instead of experimenting with unproven channels, such as mobile.

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