Internet Retailer: Small online retailers are joining the online marketing ranks

It's not just the big e-commerce firms marketing online anymore. Smaller online outfits are now starting to do both search engine and website advertising, according to LaGarde, a shopping cart technology company. Where previously outbound marketing campaigns were the purview of the Amazon.coms and Expedias of the internet, smaller firms - some of which put up e-commerce sites merely to complement bricks and mortar stores - are now dabbling in buying keyword clicks. Some are using it to expand their geographic footprint.