These activities include weblead forms on the corp site and key landing pages, pay-per-click (PPC) programs, organic search strategies and email campaigns that leverage keywords that lead to specific landing pages.
As wireless customers spend less money on plain-vanilla cellphone voice calls, carriers are betting that data and entertainment services like text messaging, over-the-air music stores, streaming video and mobile Web browsing will lead growth.
Even Google, the Web's self-proclaimed "Do no evil" company, is experimenting with a technology called AutoLink that inserts button-shape links on other people's Web sites that lead back to Google or to Google partners like Amazon.com.