MMA to Offer Mobile Marketing Intelligence

In the US, non-profit trade association The Mobile Marketing Association (MMA) has launched a mobile-enabled research panel, designed to provide brands and agencies with insights into marketers' integrated mobile campaigns, objectives and outcomes.

As well as providing a forum for ongoing dialogue, the new 'MMA Global Research Panel', will offer regular reports to offer feedback from questions asked of mobile marketers about their perceptions of the mobile channel.

These could include information about what mobile platforms they are using, how much they are spending, and what results they are seeing.

The new panel will also offer a mobile-enabled survey capability, to enable panelists to respond while 'on the move'.

'This is the first branded research panel for business decision-makers expressly designed so executives can answer questions directly on their mobile handsets,' stated Peter Johnson, VP of Market Intelligence and Strategy for the MMA. 'It's the first of its kind and demonstrates our commitment to providing the marketing community with innovative tools for integrating the mobile channel into their overall marketing campaigns.'

The panel has been produced in partnership with survey and panel management software firm Kinesis Survey Technologies.

Web sites: www.mmaglobal.com and www.kinesissurvey.com .