The rapid adoption of the mobile internet is causing confusion for many brands unsure of how to get their message across using this increasingly popular medium, according to a new report from Forrester Research.

The analyst firm's Mobile Internet Creates New Opportunities For Direct To Consumer Strategies report suggests that nearly a quarter of Europeans now regularly access the internet from a mobile phone, creating a major opportunity for marketers who can successfully transmit their brand across this platform.

"The success of Apple's iPhone has acted as a marketing catalyst that showcases the potential of the mobile platform," wrote Forrester analyst Thomas Husson in a blog post.

"The drivers are now in place for mass-market uptake of mobile internet. The expansion of internet brands, smarter phones and high-speed networks are enabling compelling user experiences that, coupled with all-you-can-eat data plans, are unleashing usage."

Many companies have looked to SMS and MMS marketing campaigns, WAP portals and mobile applications as ways of appearing innovative and engaging with a high-profile audience.

However, Husson warned that just creating an iPhone application does not constitute a mobile strategy.

"Media companies, retailers and financial services firms must be aware of the mobile market's unique character as they integrate their mobile internet services into a multi-channel and multimedia strategy, and revamp their partnerships with telecom stakeholders," he said.

One of the problems is that increasingly ubiquitous access, and a richer web experience available on smartphones, mean that operator portals are increasingly being bypassed.

Husson believes that non-telecoms players, such as media companies, retailers and financial institutions, must be aware of the mobile market's unique character as they integrate mobile internet services into a multi-channel and multimedia strategy.

It is also essential that these players revamp their partnerships with telecoms stakeholders.

Husson put forward the concept of People Objective Strategy and Technology, whereby brand owners begin by focusing on their own customers, rather than the market in general.

Companies can then generate a proper framework on which to build and address their audience, rather than just using the ad-hoc "scattergun" approach.