As technology continues to evolve, more and more companies are investing heavily in mobile marketing efforts targeted at their customers’ smartphones. With the correct approach, location can play a tremendous role in positively influencing by decisions.

To document the changes mobile marketing has brought to the world of advertising in recent years, location ad platform Verve recently released a report called Big Ideas which explores how companies are leveraging new technologies to deliver more value to their customers and drive more sales.

One of the biggest takeaways from the report is Verve’s prediction that smart packaging will grow into a $20 billion industry by 2021. This is due to the fact that companies are increasingly leveraging QR codes, NFC smart labels and other tags on packaging in order to provide customers with additional information or context via their mobile devices.

Further, companies are experimenting with using packaging to communicate with their customers outside of brick-and-mortar stores, continuing the conversation when they get home—or wherever they end up using the products they purchase.

For a summary of the report and interviews—and more on connected experiences, data partnerships, and beacons— you can visit GeoMarketing.

To access to the full report—head over to Verve.com and download your copy.