That buzzing you hear is not just your mobile phone on vibrate, it's also the PR industry discussing the ways mobile phones can be used as a tool to reach consumers. The ubiquitous devices offer distinct advantages for reaching consumers and measuring the results of your efforts.

"Every marketer should consider it a mode of communication, but it's a very personal device," says Nils Mork-Ulnes, VP of Context Analytics, a subsidiary of Text 100. "You can assess [results] ...