Mobile devices, mobile sets and PDA's are one of the last great forms of viral advertisement methods. However, we have become professionals at filtering everything, our air and water, our e-mail and pop-ups, and our mobile devices as well. We are good at filtering.

The idea of unnecessary mobile marketing and mobile advertising running through mobile website marketing on our Blackberries is abhorrent. Mobile phones are the ultimate opt-in medium and, therefore, a great way for marketers to connect with users - if that's what the people like. "WANT" is the key word now. How should marketers approach the medium? There are 3 main ways to achieve this. They are:

1. Offer exclusive content. Anybody can offer ring tones. It's the exclusive content, for example exclusive mobile images of new brand ideas, that drives interest and calls them out in other media like e-mail campaigns, newsletters, websites, etc. So a wireless campaign is most effective when it offers unique content for mobile phones.

2. Make it useful and suitable. Think about what would be handy and helpful to have on a mobile device. Last year, for example, Food Network enabled Sprint customers to download shopping lists for their Thanksgiving dinners. There was a great deal of "Sprint-envy" going around among non-sprint users.

3. Clearly outline objectives. Typically, one of two business objectives drives successful mobile experiences: incremental revenue of brand intimacy. On the intimacy issue, a text message usually takes priority over virtually any other form of communication. Why? As we haven't yet been flooded with mobile spam, and this is what causes us to focus on wireless messaging over voice.

Mobile marketing has been out there for a while but we marketers have new territory to explore. Video offers good opportunities for engagement. Users already skip their filters for highly useful or exciting content and will do so for rich exclusive, compelling content.

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