Mobile devices, mobile sets and PDA's are one of the last great forms of viral advertisement opportunities. However, we are now experts at filtering everything, our air and water, our emails and pop-ups, and our mobile devices as well. We are good at filtering.

The idea of unnecessary mobile marketing and mobile advertising streaming through mobile website marketing on our Blackberries is frustrating. Mobile devices are the ultimate opt-in medium and, thus, a great way for marketers to connect with users - if that's what the people like. "WANT" is the key word here. How will ideally marketers approach the medium? There are three main strategies to achieve this. They are:

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

2. Make it helpful and timely. Think about what would be handy and useful 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 define plans. Usually, one of two business objectives generates 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 saturated with mobile spam, and this is what leads to us to prioritize wireless messaging over voice.

Mobile marketing has been out there for some time but we marketers have new territory to explore. Video offers good opportunities for engagement. Customers already bypass their filters for really useful or entertaining content and will do so for rich exclusive, compelling content.

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