• by David Goetzl  @dgoetzl, May 2, 2011

Pontiflex's Jordan Cohen hammered home the need to find a strategy for marketers to capitalize on the mobile channel, a critical acquisition vehicle.

"Consumers are spending more time on these devices," Cohen said. "Hey that's where we've got to be in terms of acquiring them."

Southwest Airlines and Tommy Hilfiger have been offering an opportunity through mobile communications to sign up for ads -- maybe with discount offers -- which is aimed at responses allowing marketers to gather customer email addresses.