Because so many people use mobile phones, and because mobiles can receive so many types of information, from text to multimedia, the mobile platform is positioned to both reach fragmented audiences and increase interaction between users and brands, according to Havas Digital's report, Mobext Insight Global Mobile: A Worldview.

Each day, the mass-reach of text and picture messaging on mobile grows in Asia, Europe and America, making it an increasingly important multimedia communications channel, according to report. Yet, mobile marketing is in its infancy.

"Given high SMS penetration in the US and Western europe, Mobext believes SMS should be offered as a consumer response channel wherever possible, especially for non-interactive media like traditional television, print and outdoor. As targeting becomes available, for example, through location-based services like mobile search that are still in an experimental stage, marketers willing to innovate can break through the clutter of marketing messages," the report states.

The report recommends agencies adopt consumer guidelines for planning mobile initiatives, such as those developed by the Mobile Marketing Association.