Providing market intelligence for more than 35 years


Q1 2016

Industry Report

Context is King: Monetizing Consumer Data for Commerce

Mobile commerce has been growing exponentially since the iPhone launch. Data from personal preferences, locations, and social media feeds, along with push notification and mobile payment functions, allow companies to promote brands and convert transactions much more easily and successfully. This report examines the role of consumer data in mobile marketing and advertising and highlights the best practices of mobile marketing. It updates the five-year forecasts for U.S. mobile advertising and mobile commerce revenues.


Download Table of Contents (PDF)

1.0      Report Summary

1.1  Purpose of Report

1.2  Scope of Report

1.3  Research Approach/Sources

2.0      Context-Based Marketing: An Overview

2.1  The Growth of M-Commerce and Retailers’ Challenge

2.2  Cross-Platform Shopper & Omnichannel Marketing

3.0      Emerging Opportunities in Context-based Marketing

3.1  The Rise of Social Media Marketing

3.1.1       Social Media Overview

3.1.2       Social Media Data

3.1.3       Social Media Marketing

3.2  Location-Based Marketing

3.2.1       Solutions Overview

3.2.2       Geolocating and Geofencing

3.2.3       Beacon Technology and Beacon-based Marketing

3.2.4       Near Field Communications

3.3  Mobile Wallet for Marketing

4.0      The Future of Shopper Marketing

5.0      Market Forecast

5.1  Forecast Methodology

5.2  Mobile Ad Spending Forecasts

6.0      Implications and Recommendations

7.0      Appendix

7.1  Glossary

7.2  Company Index

Companies Researched or Interviewed for Report
Leading Social Media Platforms
Emerging Social Media Platforms
Leading Social Media Data Integrators and Analytics Companies
Social Media Marketing Tools for Commerce
Leading Content Marketing Platform Providers
Leading Geolocation Solution Providers
Closed vs. Open Beacon Network: Retailers’ Perspective
Leading Beacon Solution Vendors
Leading NFC-Incorporating Solutions Providers
Leading Mobile Wallet/Payment Providers
Leading Loyalty-focused Mobile Wallet Providers
Forecasts of U.S. Mobile Advertising Spending 2015-2020
Mobile Ad Spending: CPM-based vs. Performance-based Ad Spend
Mobile Ad Spending: Mobile Apps vs. Mobile Browser-based Ad Spend

© March 2016 Parks Associates
All rights reserved.  No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America. 

Parks Associates has made every reasonable effort to ensure that all information in this report is correct.  We assume no responsibility for any inadvertent errors.


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