The Mobile Marketing Association (MMA) yesterday announced a new consumer-based initiative aimed at minimizing the cost, risk and time to market for consumer agencies, brands and retailers as they implement mobile marketing strategies.

The MMA initiative will include events, webinars, outreach programs and educational collateral, all designed to help agencies, brands and retailers overcome the unique challenges inherent in mobile marketing.

The educational collateral will include an informational packet that provides a concise, accessible overview of the mobile marketing ecosystem, with tips for reducing costs, risks and time to market, and other advice from leading vendors, agencies and media planners. The informational packet will feature a variety of real-world examples that illustrate mobile marketing’s ROI and can serve as models for agencies, brands and retailers as they develop campaigns.

The co-initiative leaders will include Chris Wayman, vice president of global sales for iLoop Mobile; Doug Stovall, senior vice president of sales for Hipcricket; and Troy Gibson, director of technology for Resource Interactive.