Mobile marketing industry trade organization launched

Describing itself as an "action-oriented" organization the newly-launched Mobile Marketing Research Association (MMRA) will provide "quality education and evangelize the mobile marketing research channel".

"Whenever something powerful, exciting and complex emerges - such as marketing research via mobile devices - it creates huge excitement, but also potential confusion, initial pushback and legitimate questions," said Board member Michael Bare, president of global mystery shopping firm Bare International, in a recent press release.

"MMRA has come along at the perfect moment to establish guidelines and rules of engagement for this research to be implemented in a credible and respected way. MMRA gives us a framework from which to operate and a set of ethics to guide us."

MMRA board members include representatives from clients such as General Mills, marketing research firms such as Nielsen, TNS, Brainjuicer and Blauw Research and technology providers such as OnDevice, Revelation, EthOS App and CivicCom.

To boost membership the MMRA are offering "Founding Member" status to the first 300 professional, academic or corporate outfits that join up. As well as participating in creating standards, ethics and education that will shape the mobile marketing industry, benefits of membership include networking opportunities, discounted entry to various events and exposure on the MMRA website.

Tags: best practice, ethics, MMRA, mobile marketing, Mobile Marketing Research Association