Mobile marketers can learn from the media phenomenon of Susan Boyle, an expert has said.

Noting how the Britain's Got Talent singer came to worldwide fame - with her popularity in the US due largely to online video exposure - Bena Roberts used a GoMo News article to urge such marketers to refresh their promotional tactics.

Pointing out that mobile marketing has potential beyond banners, adverts and clicks, Ms Roberts said that Miss Boyle's success shows how important it is to let content be shared freely for a viral effect.

She also noted that Miss Boyle's simple, inoffensive and uplifting story had wide appeal and shows that content does not have to be unpleasant to be passed on.

Several brands are already making use of "app-vertising", according to Advertising Age.

Garrick Schmitt explained that 35,000 mobile phone applications are available and said that people have an "almost insatiable" desire for them.

This has caused some brands to advertise within applications or release branded applications to promote themselves.