#smartfocus

[nootrastore]

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[camille-on]

Smart Focus messes up sometimes on shiny or translucent surfaces. Check out the right edge of the can. #bokeh #smartfocus #fakelens #pix2018 (at Albuquerque, New Mexico)

[moniqueldixon]

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What a show! #graduatefashionweek #gfw #smartfocus #designersofthefuture #ukdesigners #clothesforthebold #ukfashion

[mauinek-blog]

Telefon ví co zaostřit :-D #smartfocus #smartphone #iphone #beer #gf

[marketingxd-blog]

Goodbye smartFOCUS. Hello EmailVision

@smartFOCUS DIGITAL

Today is the day that smartFOCUS officially becomes EmailVision.

Mike and I would like to thank everyone at Chilworth, where we spent a lot of years. You are all part of the best team that either of us has ever worked with.

Your competence is shown in the way that email volumes grew by 80x, since Email Reaction was was acquired by smartFOCUS, with clients usually seeing the swan and not the legs paddling furiously underwater.

We also never made the kind of cock-ups highlighted in my other post today xD

A good guide to the future of what was Email Reaction, and perhaps the past, is The Innovator's Dilemma by Clayton M. Christensen, which I discovered recently.

The smartFOCUS Chilworth and Bristol offices were organizations in different "value networks", a bit like Woolco and Woolworths in the book. Standardized product for small clients, vs customised product for big clients. Hundreds of orders, vs dozens of orders. Flat management, vs deep hierarchy.

Not good vs bad, just different business models. But it caused a few misunderstandings.

EmailVision seems much more similar to Chilworth than Bristol, in this regard. So it will be fascinating to see how events play out. I think the future could well be positive for you all.

I wish you well.

- Pete

Update on 11 June 2011: Previous post about the sale - smartFOCUS sale to EmailVision Complete

[marketingxd-blog]

smartFOCUS sale to EmailVision Complete (Updated)

The sale of smartFOCUS (and smartFOCUS DIGITAL, formerly EmailReaction) to EmailVision completed this morning.

Here's a previous post in MarketingXD about the sale and the first report from Reuters today. Tim Watson attended the meeting, which was pretty much routine, and has tweeted about it. I was at the internet world show, today, and was able to pass the news on to several people at both companies.

Neither company has put out a press release, as far as I can tell, presumably so as not to distract from the above-mentioned show, where EmailVision had a stand.

The end of an era. It was good working with you all.

Update on 13 May 2011: the deal has been formally approved; but "delivery" will take a few weeks; it's as though you bought something on Amazon but it's not yet arrived. See the Reuters link for details.

Update on 13 May 2011: smartFOCUS Client Summit 2011 cancelled. These EmailVision guys move fast!

Update on 10 June 2011: Goodbye smartFOCUS. Hello EmailVision

[marketingxd-blog]

Technology for Marketing and Advertising Show

The UK's Technology for Marketing and Advertising Show is on from 1-2 March 2011, at London Earl's Court Exhibition Center, so MarketingXD attended.

Google's Nicholas Cuminsky gave the keynote. Very good. Headline advice was:

You get much better results by using different content for mobile adverts+emails (single column layout, only scroll vertically), compared to PC adverts+emails (multi-column).

Marketers are adopting mobile much slower than consumers. Advertising spends on mobile ads and emails are too low and there is huge value to be had.

We then went out into the exhibition and observed how digital marketing seems to have stood still for a year.

Exhibitors were also slow at adopting mobile. Dreadfully slow. They were talking a good game, but we only saw one stand using iPads, and only for a tiny part of their marketing software. I think this is a serious mistake. Content creation needs a keyboard, because you're using Dreamweaver or some other WYSIWYG editor. But all the other stages of marketing can be done better on a touch interface - analytics, targetting, scheduling, signoff, reports etc. - because touch is easier to learn and more natural for dragging things around.

I was hoping to see someone customizing emails like Amazon customizes product pages, based on prospect history and that of similar people. But I was disappointed. There was nothing like this.

So, should you attend?

Yes, if you want to meet former marketing colleagues, or listen to some excellent talks in the theaters.

No, if you want to see a full range of up-to-date marketing solutions. This was an exhibition for incumbents and many interesting newcomers were absent. Search the Web instead.