mobileSQUARED and MMA create permission-based marketing event

The first European campaign of its kind takes place on October 3rd.

The research company mobileSQUARED and the Mobile Marketing Association have joined forces to launch mobileROADSHOW, which takes place on the back of London's MMA Forum event.

It's the first event to be based exclusively on permission-based marketing, which has been a growing force in mobile thanks to the work of companies like Blyk, Out There Media and Upstream.

Speakers due at the event include the likes O2 Media, which this week confirmed six million users for its O2 More opt-in ad service.

Nick Lane, chief strategy analyst at mobileSQUARED, said: “PBM will become the most powerful and effective means for any businesses of any size to develop a 1-2-1 relationship with each and every customer".

Paul Berney, MMA CMO & MD for EMEA, said: “Mobile is becoming an increasingly important element of all marketing campaigns and PBM will play a large role in that”.