They call it the third screen. But getting your message into the pockets of 180 million wireless customers isn't the problem. Doing it right without abusing the privilege is. Yes, they can hear us now. But it's time for marketers to understand what works and what doesn't when it comes to mobile marketing. This is not a test. I repeat: This is not a test. Media mobilization begins -- now. With more than 180 million subscribers to wireless services in the U.S., marketers are chomping at the bit to deliver location-based content to consumers. But …

This month we got to thinking about mobile marketing, or using wireless phones, Blackberries, Treos, and even iPods (the popular device now comes with the ability to play video content, so who knows what's in store), to relay advertising and promotions. But what exactly is mobile marketing? We think word of mouth may just be the most organic form of mobile marketing out there -- merely telling your friends and family members what you think about a movie, a Web site, or a car. But we digress. In this month's issue, Steve Smith explores the prospects for mobile marketing …