Asked by extraordinary marketer Heidi Cohen (@heidicohen) to name the year's biggest marketing failure for a list she was compiling, I responded this way:
"An average 1 percent spend on mobile meant marketers did not capitalize on subscribers’ interest in interacting with brands. More than one third of mobile subscribers are interested in joining a mobile loyalty club, according to a Hipcricket consumer survey, but more than 7 in 10 have yet to be approached by a brand that they trust."
It was an honor to be asked by Heidi, who gathered a Who's Who of digital marketing for the list which is here. http://heidicohen.com/top-marketing-fails-of-2012/