Building a mobile database is not going to be unlike converting other types of contact data -- either online or offline -- to other formats. It is important to understand that users will be extremely reluctant to give away their mobile phone numbers. In my experience, the advertising opportunity needs to present a unique value to users or have clearly defined boundaries. Marketers also need to lay out their access up front and give users the ability to control it.

The incorporation of "American Idol" into a mobile platform serves as a leading example of how marketers can encourage users to volunteer their private information. By engaging in text messaging outreach, "American Idol" was one of the first to get consumers to get out their cellphones and interact with advertising efforts.

The best way to get consumers to accept text messages from an advertiser is to give them all the facts up front when they are opting in. When they sign up, ask them their preferred frequency rate of communication. Ask them which mobile device they have; this is essential as the industry is still running on such a wide array of platforms. This information can also work to an advertiser's advantage. Knowing if a phone has the ability to access the web, marketers can make sure their advertisements include links or alternatively include other contact information when users have phones without internet capabilities. Cellphone users also need to be aware of involved costs, how long they will be receiving advertisements and how they can go about opting out of the text messaging service.