Company News • 26.03.2015
SmartFocus announces proprietary virtual beacon technology
New technology offers brands unprecedented contextualized mobile and location-based digital marketing capability
SmartFocus has launched The Message Cloud – created to redefine context-driven marketing. As part of The Message Cloud, SmartFocus will be offering the world’s first virtual beacons that render current beacon technology redundant.
Thanks to virtual beacons, brands can now benefit from proximity technology without the constraints of complex hardware integration or maintenance, while still being able to trigger micro-location messaging to enable contextual experiences. No other indoor mapping technology can do this using just a floor plan.
SmartFocus’ best-of-breed Message Cloud technology gives brand marketers a holistic view of their customers, enabling them to deliver even more personalized marketing interactions that increase brand engagement and sales. The Message Cloud effortlessly processes big data to automatically personalize and contextualize communication to every brand’s customer. Using a host of factors including location, weather, customer age and gender, favorite brands and products, web browsing history, past buying behavior and abandoned carts, The Message Cloud listens to and learns from customers.
Rob Mullen, CEO at SmartFocus, says: "Every customer is on their own unique journey. Motivations to try, buy, or stay loyal change depending on the individual making the choice. A brand marketer can actually ‘own’ that moment by using our Message Cloud technology to harvest and interpret data that creates contextualized campaigns triggered by customer behavior; not just by their best guess."
"We all know it’s all about mobile and, whether it’s personalized content on a webpage, a mobile push message, a proximity alert, or an optimized email, it is now more and more likely to be received and viewed on a smartphone. Brands need to react to that and SmartFocus can help. Mobile has the power of 24/7 access to the ‘remote control’ of your customer’s life and the ability to enable location-based personalized marketing messages better than any other medium."
One large brand using SmartFocus’ Message Cloud is the UK’s largest toy retailer, the Entertainer. Phil Geary, Chief Marketing Officer for the Entertainer, comments: "We're experts in what children love, and our winning combination of fair prices and excellent customer service, means we're a favorite with moms and dads too. I’m delighted that we can ensure that our proud tradition continues online and across all of our marketing channels, by partnering with SmartFocus."
"SmartFocus helps to make our customer experience be the best it can be, irrespective of what channel we’re using, and the SmartFocus Message Cloud ensures that my team and I can offer perfect user experience every time. Replicating our in-store experience when each and every one of our customers visits our website or receives one of our marketing messages is critical to us. The SmartFocus solution offered us all of the capabilities we needed in a single, comprehensive platform."
Today’s announcement follows SmartFocus delivering the first view of virtual beacons at this year’s Mobile World Congress (MWC) in Barcelona. SmartFocus is an innovator in messaging and communications, empowering the world’s largest brands – including Nestlé, Mercedes-Benz, Macy’s, and Levi’s – to understand and reach today’s connected consumers via personalization for web, mobile, email, or social channels. Through The Message Cloud, SmartFocus listens to and learns from customers using patented algorithms and unique location-based marketing tools.