Mobile and in-game advertising may be getting most of the hype, but a new report suggests that marketing dollars are increasingly flowing to social media.

Marketers are increasingly incorporating social media tools into their marketing plans, Ad Age reports, citing a report by Forrester analyst Brian Haven. Some 40 percent of marketers now use RSS in their marketing communications, a healthy increase from the 10 percent that did so in 2005, according to the report.

Use of blogs is also up, with 34 percent of marketers now using them as opposed to the 13 percent in last year's study.

Moreover, 25 percent of marketers now use podcasts, and 22 percent leverage user-generated content. Social networks have the lowest rate of adoption: 20 percent.

Haven's report stresses to marketers the need to increase their adoption of new and emerging distribution channels that consumers are already using.