Get a subscriber's cell phone number (for use with SMS/text messaging) and you have a chance to make a far more immediate connection and create a deeper relationship than you will with an e-mail address. This was the point driven home last week at iDate Conference by Brendan O'Kane of Messmo Media.Sure, O'Kane is in the business of providing text messaging solutions so he's got skin in the game but he wasn't the only one talking text and I've been hearing about its use across subscription sites ...