Search engine optimization (SEO): Getting listed and indexed properly on the major search engines is a central aspect of any brand's internet strategy, whether it's the wired web or mobile. It is important that sites can be found through mobile search; when considering a mobile partner, look for proven expertise and those that use a variety of techniques to get their clients' mobile sites indexed effectively on the major search players such as Google, Yahoo!, Medio and JumpTap, to name a few.

This approach ties into the above-mentioned site re-director best practice to leverage the full power of the wired web. By using the same address for the mobile site as the wired website, brands benefit from their work and investment online and can leverage the search position they have achieved in the online environment. SEO is a powerful technique because it translates the power of the wired web brand to mobile, in essence doubling the ROI of wired web marketing spends, which is always a good thing!

One of our Hispanic sites experienced a 250 percent lift in traffic once Quattro properly indexed its mobile site across all the search engines.

Cross-marketing (online, email, print): Using multiple media to promote the mobile site is an important component of driving traffic to your mobile site. Some of the best ways to do this include:

• Above-the-fold marketing with rotating creative on the wired site through banners and links that give information about the mobile offering. Just having a text link below the fold is not enough. Promotions for the mobile site need to be integrated throughout the wired website.
• Web-to-SMS phone number capture so users can enter their mobile phone number online to receive a mobile web link via an SMS message
• Email newsletters with promotion of the mobile site and the option to get the link to the site via an SMS message
• Viral marketing: We've found that it's important that all our clients' sites allow for each page to easily be shared with a friend, as efficient sharing of the site among friends has been a solid driver for raising awareness. This dovetails nicely into the demographic of the mobile web, where users are found to be very likely to socialize and share with their friends and peer groups. One of our client sites, StupidVideos.com, has seen a significant amount of user-generated video sharing among its mobile users.
• Keyword purchasing: Much like SEO for the wired web, purchasing relevant keywords on all the online and white-label mobile search engines will help you reach your audience-building goals more quickly and efficiently. Buying relevant keywords helps extend the indexing work necessary to get the main mobile URL listed. Be sure to look into this with whatever mobile partner you choose.
• Quattro's mobile network cross marketing program: Given Quattro's rapidly growing mobile network, we've found some of the best places to reach interested mobile users are on our clients' mobile sites. For clients who want to participate in our cross-marketing opportunities, we actively find ways to promote their site on our network of premier mobile properties. This approach has been well received and should be considered when planning your mobile initiatives.

Quattro clients that have successfully used the above cross-marketing approaches have experienced a boost in traffic of more than 250 percent from levels before the marketing initiatives.