While it was a pale shadow of itself in terms of year-over-year attendance, the Mobile Marketing Forum in New York retained an unmistakable air of buzz and excitement. That's the good news.

The bad news is that mobile marketing executives could have done more to support their industry association and its premier annual event last week in the nation's media and marketing capital.

This year's Mobile Marketing Forum in New York is said to have attracted an estimated 400 delegates, including speakers and exhibitors, according to the Mobile Marketing Association. Last year, that number was about 650.

No doubt the economy has taken a toll on travel budgets, as MMA president/CEO Mike Wehrs acknowledged to this publication last week.

But that is little excuse for mobile marketers who think nothing of spending thousands of dollars attending the scores of mobile conferences sprouting up monthly. These shows are run by organizations who don't speak up for the industry but simply are cashing in because mobile is the new "It" girl of marketing.

Yes, there is an important distinction between events held by the MMA, CTIA, Direct Marketing Association and this publication. All have a vested, continuing interest in the growth of the mobile marketing industry along ethical lines. Their relationship with mobile marketing is not a short burst of activity over two days, but yearlong.

Missing out on a Mobile Marketing Forum is denying that company an opportunity not only to network, but also to bone up on issues that the MMA is addressing.

For those who missed the show, one of the undercurrents was the need -- not surprisingly -- for better metrics and measurement that's standardized. Another worry was the Federal Trade Commission's intentions on regulating mobile, especially relating to privacy safeguards.

A conference such as the Mobile Marketing Forum in New York should be the equivalent of an annual opportunity for mobile marketers to move the needle. Sadly, it is too much to expect that this show achieved anything of that sort, except to celebrate the growth of mobile in this weak market.

Indeed, no new product or major mobile breakthrough was announced at the show. Perhaps the MMA must save a significant announcement for this show in the future, if nothing else but to attract more delegates.

Another criticism -- and it's not fair to level this alone at the Mobile Marketing Forum -- is the absence of delegates from the agency and brand sides. In fact, that is a longstanding complaint of vendors at most mobile shows -- that they are talking to themselves.

Truth is, travel and trade show budgets at agencies and advertiser-side companies have also been slashed.

But even during the good times, agencies and brands didn't just send enough executives to give them insight and inspiration into the latest trends in marketing.

Agency and brand executives deserve the chance to attend shows such as the Mobile Marketing Forum in New York. Networking at this event and sitting through some of the sessions will embolden them to make smarter decisions regarding mobile.

That said, the new leadership of the MMA must be commended for its hard work. Mr. Wehrs was seen on the floor and in the session rooms, tirelessly pressing the flesh and leading key discussions. His staff was meticulous in their attention to detail, as was the show organizer, Informa.

Those who attended last week's Mobile Marketing Forum understood that they were there not just for their company but for the industry. As they say, many hands make light work.