Some 40,000 executives and hundreds of exhibitors are said to have descended on the International CTIA Wireless show this week in New Orleans. And yet that did not cut the mustard for one discerning delegate.

Words of wisdom from some of those who were the first to include mobile in their integrated marketing plans.

Macy’s is sending out SMS messages to its customers that promote exclusive looks from NBC’s “Fashion Star” show and let consumers shop them through their mobile device.

Despite a huge, captive audience that actually eagerly anticipates these commercials, for mobile marketers, the overarching theme has been “missed opportunities.”

Rather than the number of mobile impressions during the holiday season, I am most intrigued by the lasting ones.

Any list of the year’s misses in mobile must include the incorrect predictions that Super Bowl advertisers would include calls to action leading to the creation of massive permission-based databases.

Victoria’s Secret is giving special offers and exclusive event information via an SMS program that builds the company’s database and its relationship with consumers.

With the recession and current state of the economy, consumers are less inclined to spend online or in-store. However, mobile presents an opportunity for brands to drive sales and customer loyalty through unique experiences, per industry experts.

The MMA mixed so-called “101” content with more advanced discussions, satisfying many and leaving others with the feeling that they had heard the points earlier and often.

Consumers are increasingly using their devices as megaphones, with 46 percent using the social networks to talk about their positive in-store interactions.