A report from Social Media Examiner found that businesses are adjusting their marketing budgets to spend appropriately on several web channels.

With 83 percent of companies included in Social Media Examiner’s Social Media Marketing Industry Report 2012 saying the channel is important for their companies, many have opted to adjust their budgets and efforts within other channels. Although social marketing will see the most substantial growth, businesses are finding ways to maintain inbound marketing budgets for other profitable channels.

According to the study, 68 percent of companies using organic search marketing said they would likely increase SEO investment. While this represents a decrease from the 71 percent who invested more in organic search in 2011, it’s clear that companies are finding the balance between different new media marketing channels.

Email marketing campaigns will also see some increased focus, according to Social Media Examiner. Sixty-one percent of respondents said they will boost investment in the channel in 2012 compared to 2011’s spending.

The study shows that companies with more experience in social media marketing spend less on email. However, most maintain their email campaigns, simply opting to send fewer messages in favor of high-quality content.

Marketers are well-advised to learn to balance budgets across multiple channels. Both email and social marketing help companies improve online conversions. Brafton reported recently that 40 percent of those using social have increased sales due to their activity in the channel. Sinmilarly, Brafton reported that 46 percent of consumers have converted directly from email campaigns they subscribe to.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.