IBM, Facebook Team Up

“Big Blue” formed a marketing partnership with the big blue social network, as IBM Commerce and Facebook will team up to add the former’s capabilities to the latter’s offerings.

WomanMobilePhoneIBMFB“Big Blue” formed a marketing partnership with the big blue social network, as IBM Commerce and Facebook will team up to add the former’s capabilities to the latter’s offerings.

Clients of IBM’s marketing cloud can now add advertising features from Facebook, such as its custom audiences targeting options, to IBM’s deep analytics and design features, creating personalized customer experiences with IBM’s Journey Designer and ensuring that those experiences reach the right consumers with Journey Analytics.

IBM said in a release that its clients will be able to establish correlations between Facebook users’ interests and interactions across multiple channels.

As an example of how brands can benefit from this partnership, IBM said that a retailer launching a new running-gear line can use custom audiences and other ad-targeting options from Facebook to sift out potential customers who are interested in long-distance running, and then use aggregated insights into those users’ preferences in running gear to offer them deals on appropriate apparel.

Facebook also became the first company to join the new IBM Commerce THINKLab, which IBM described as “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 said its clients will be able to work with IBM researchers, Facebook experts, domain experts, designers and other partners.

Facebook vice president of partnerships Blake Chandlee said in the release:

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. 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.

IBM Commerce general manager Deepak Advani added:

Brands understand the increasing need to provide customers with powerful and personalized experiences to nurture loyalty. 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.

Advani also said in an interview with Mashable:

Some of the clients we have, it’s the who’s who. This allows Facebook to jointly collaborate with IBM on some of the marquee clients around the world.

And IBM Commerce director Jay Henderson told TechCrunch:

What really sets this apart is our marketing cloud and customer analytics capabilities. Over the past few years, IBM has invested $24 billion in analytics. This investment now includes our latest innovation, Journey Analytics. Now, our clients — including some of the world’s largest banks, retailers and insurance companies — can apply these analytics to the reach of Facebook. This improved precision will drive more relevant advertisements to consumers on Facebook that ultimately create improved customer experience.

Readers: What do you think of the partnership between IBM and Facebook?