Palo Alto, Calif.—The Chief Marketing Officer Council has established a mobility initiative to explore how companies can best use mobile relationship marketing.

In partnership with mobile social media marketing company Planet Oi', the CMO Council plans to mine the views of senior marketers on how to optimize the media channel while running targeted mobile pilot programs using the Planet Oi' platform.

A parallel CMO Council program, Engage at Every Stage, will study how mobile marketing is being used in various industries for customer relationships, interaction and behavioral tracking, according to the organization.