The mobile channel is becoming an increasingly important channel for advertisers, according to Alexander Shaida from Econsultancy.

In a blog post, he said there are numerous brands experimenting with mobile internet marketing and "pushing the mobile envelope".

But he said that before companies enter into this arena, there are a number of approaches they should consider to help them formulate their plans.

For example, innovative SMS texting as part of a promotion or campaign could be useful, while mobile photo submissions for competitions could also promote greater engagement between companies and their customers.

Mr Shaida cited the Orange Wednesdays cinema promotion as one area where free giveaways and money off campaigns have worked effectively.

He also said that companies should consider developing their own mobile applications for the iPhone and similar devices.

A recent report from Opera Mini revealed that mobile web usage via the browser was up 157 per cent year-on-year in March.

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