Do you have a smartphone? With over 11.1 million smartphone users in the UK – and the market growing rapidly – the chances are that if you don't, you soon will. In fact, there are more smartphone users in the UK than in any other European country, with smartphone penetration standing at 22.6% and 3G penetration at an equally impressive 41.7%.

But on the face of it, this rapid uptake of smart mobile devices seems to have passed by marketing and communications teams, with research from eMarketer suggesting that, despite using SEO and social media, four out of five US multichannel retailers aren't using any form of mobile commerce or advertising