Mobile devices, mobile phones and PDA's are one of the last great frontiers of viral advertisement opportunities. However, we have become experts at filtering every thing, our air and water, our emails and pop-ups, and our mobile phones likewise. We are decent at filtering.

The very idea of unwanted mobile marketing and mobile advertising streaming through mobile website marketing on our Blackberries is abhorrent. Mobile devices are the best opt-in medium and, thus, an excellent opportunity for marketers to interact with users - if that's what the users want. "WANT" is the key word here. How should marketers approach the medium? There are three best strategies to achieve this. They are:

1. Provide unique material. Anyone can offer ring tones. It's the unique content, such as exclusive mobile images of new brand concepts, that makes interest and calls them out in other media such as e-mail campaigns, newsletters, websites, and so on. So a wireless campaign is most powerful when it provides exclusive content for wireless devices.

2. Make it useful and timely. Consider what would be handy and useful to have on a mobile device. Last year, for instance, Food Network allowed Sprint users to download shopping lists for their Thanksgiving dinners. There was a lot of "Sprint-envy" going around among non-sprint customers.

3. Clearly define objectives. Usually, one of two business plans generates successful mobile experiences: incremental profit of brand intimacy. On the intimacy aspect, a text message often takes priority over almost any other form of communication. Why? Because we haven't yet been saturated with mobile spam, and this is what causes us to prioritize wireless messaging over voice.

Mobile marketing has been on the market for some time but we marketers have new area to find out. Video provides fantastic opportunities for engagement. Users already bypass their filters for highly useful or entertaining content and will do so for rich exclusive, convincing content.

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