Context-based marketing has gained significant attention as advanced technology enables users to amalgamate information from various sources on their mobile devices, personalise their profile through applications and social networks as well as interact dynamically with their context. The information overload, caused by the extreme amount of information available online, has generated a need for more context-relevant information. Tourism marketers are increasingly becoming aware of those cutting-edge Information and Communication Technologies (ICTs) that provide tools to respond more accurately to the context within and around their users. Context-aware marketing uses technologies that recognise the physical environment of their users dynamically. This paper connects different concepts of context-based marketing, social media and personalisation as well as mobile devices. It proposes Social Context Mobile (SoCoMo) marketing as a new concept that will enable marketers to increase value for all stakeholders at the destination. SoCoMo marketing introduces a new paradigm for travel and tourism and will enable tourism organisations and destinations to revolutionise their offering and co-create products and services dynamically with their consumers. A SoCoMo conceptual model is proposed to explore the emerging opportunities and challenges.