IBM Unveils Marketing Partnership With Facebook

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IBM - Jon Simon/Feature Photo Service
IBM – Jon Simon/Feature Photo Service

IBM and Facebook are teaming up to offer new integration between the two platforms to marketers.

Starting today, IBM says marketing cloud clients can now utilize Facebook’s powerful ad capabilities such as Custom Audiences, along with IBM’s deep analytics and design features, to create meaningful experiences for their customers across applications, devices and time.

By combining Facebook’s ad technologies with IBM’s Journey Analytics, IBM says brands can now more accurately determine which groups of customers are among the 1.44 billion active Facebook users and this will in turn establish correlations in aggregate between their interests and interactions across multiple channels. These insights can then be brought to life through IBM’s Journey Designer solution, guiding brands to deliver more compelling messages on Facebook and other mediums.

IBM has also announced that Facebook will be the first company to join the new IBM Commerce THINKLab, a research and collaboration environment in which companies will work directly with brands to accelerate development of new technologies designed to personalize customer experiences.  IBM researchers, Facebook experts, domain experts, designers and other partners will be available to work side by side with clients to identify specific areas of need and generate new solutions.

“Our partnership with IBM will help top brands achieve personalization at scale by using IBM’s marketing cloud to find and engage their target audiences on Facebook, as well as solve their vexing challenges by consulting with IBM Commerce THINKLab, ”  Blake Chandlee, VP of Partnerships for Facebook said.

“We will also be working closely with IBM Commerce THINKLab to help deliver people-based marketing that’s optimized to achieve each brand’s business goals.”

With this partnership, IBM will use deep analytics, on top of Facebook’s anonymized and aggregate audience insights with additional information from IBM’s marketing cloud so marketers have a clearer picture of their target audiences. Marketers can also replicate proven campaigns beyond Facebook to other brand channels including their stores, websites and through mobile apps to reach the customer wherever they most prefer to connect with the brand.

“Brands understand the increasing need to provide customers with powerful and personalized experiences to nurture loyalty,” Deepak Advani, General Manager, IBM Commerce said.

“Through this collaboration, consumer product companies and retailers will be able to quickly and easily gain deeper insight into what their customers expect and provide them with compelling experiences that bridge the physical and virtual divide.”

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