- New technology offers brands unprecedented contextualised mobile and location-based digital marketing capability

- SmartFocus announces proprietary virtual beacon technology that is offered as part of its cloud-based marketing suite

London (18 March 2015) – SmartFocus, the global leader in intelligent, omni-channel marketing today launched The Message Cloud in a move that is set to redefine context-driven marketing.

The Message Cloud processes unstructured customer data to automatically personalise and contextualise all customer communications. Using a host of factors including location, weather, customer age and gender, favourite brands and products, web browsing history, past buying behaviour and abandoned carts, The Message Cloud listens to and learns from a brand’s customers.

SmartFocus’s best-of-breed Message Cloud technology gives brand marketers a holistic view of their customers and enables them to deliver even more personalised marketing interactions that increase brand engagement and sales.

As part of The Message Cloud, SmartFocus will be offering the world’s first virtual beacons that render current beacon technology redundant. Virtual beacons will enable brands to benefit from proximity technology without the constraints of complex hardware integration or maintenance, whilst still being able to trigger micro location messaging to enable a contextual experience. No other indoor mapping technology can do this using just a floor plan.

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 ‘own’ that moment by using our Message Cloud technology to harvest and interpret data and create contextualised campaigns that are triggered by customer behaviour; not by their best guess.

“We all know it’s all about mobile and, whether it’s personalised content on a webpage, a mobile push message, a proximity alert or an optimised 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 personalised marketing messages better than any other medium.”

One large brand using SmartFocus’s 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 favourite with mums 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, House of Fraser, Macy’s and Levi’s - to understand and reach today’s connected consumers via personalisation 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.


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Nick Jones
(e) nick.jones@smartfocus.com
(m) +44 (0) 7832 115362


SmartFocus is an innovator in messaging and communications, enabling the world’s largest brands – including Nestlé, Mercedes-Benz, Macy’s, Levi’s and House of Fraser – to understand and connect more closely with today’s connected consumers; whether that be via web, mobile, email or social channels. Through The Message Cloud solution, SmartFocus genuinely listens to and learns from customers using patented algorithms and unique location-based marketing tools. Using The Message Cloud, SmartFocus customers have the rich data, intelligence and the tools for contextually unique engagements, through any digital channel.
SmartFocus. In Place, In Time, Insight.

Published on: 9:15AM on 18th March 2015