The widespread use and continuing adoption of smartphones provides "tremendous opportunities" for advertisers and could eventually see mobile overtake desktop internet as the dominant digital marketing channel, according to one expert.

Gordon Borrell, chief executive of research firm Borrell Associates, said brands should not overlook the fact that people tend to carry their phones everywhere.

Targeting online marketing services at mobile platforms could therefore create instant engagement with potential customers, he added.

For example, Mr Borrell said, marketers could eventually set up campaigns that instantly delivery money off coupons direct to a person’s phone when its global positioning system shows they have entered one of their stores.

"There are tremendous opportunities here, so it’s not hard to imagine that the marriage of advertising with mobile devices might actually outstrip all other media," he commented.

According to research from Borrell Associates, mobile marketing in the US was worth $2.7 billion (£1.7 billion) last year.

This figure is expected to grow by 84 per cent annually to hit $57 billion by 2014.

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