The Chief Marketing Officer (CMO) has partnered with Planet Oi', an innovator in mobile social media marketing, to explore where and how companies can embrace so-called mobile relationship marketing (MRM) platforms to improve customer insight, interaction, loyalty, repeat purchase and word-of-mouth advocacy.

The partnership is part of a wider CMO Council mobility initiative that will include new global thought leadership and dialogues with senior marketers seeking to better understand and exploit the mobile channel, which today reaches nearly 5 billion consumers worldwide. The CMO Council will run targeted MRM pilot programs using the Planet Oi' platform in cooperation with leading consumer packaged goods brands, loyalty and rewards operators, and other consumer-facing organizations.

"Mobile marketing, while still in its early stages, represents a powerful and rapidly evolving medium of customer engagement," said Donovan Neale-May, executive director of the CMO Council. "The mobile phone is now the single most pervasive channel of communications and targeted market interaction in the world. Users are rapidly migrating to smarter devices and new mobile social applications that offer even greater opportunities for building and sustaining customer relationships. Our partnership with Planet Oi' offers the CMO Council and leading brands a tremendous opportunity to demonstrate and benchmark the power of mobile relationship marketing in both developed and emerging markets."

Planet Oi' (www.planetoi.net) offers the industry's first mobile relationship marketing platform that combines rich social media tools for consumers with loyalty & rewards, market research, and coupon and promotions delivery capabilities.

"We're excited about teaming with the CMO Council as part of its global initiative to advance the state-of-the art in mobile marketing," said Rory Stear, executive chairman of MobileWave Group plc, owner of Planet Oi'. "We believe Planet Oi' offers marketers the most robust and fully realized platform for mobilizing consumer loyalty, promotions, research and word of mouth in order to optimize customer relationships and positively influence behavior. We look forward to teaming with progressive brands that understand the opportunities now offered by mobile social marketing."

Source: CMO Council