Two of the tech world’s biggest companies, IBM and Facebook, are teaming up to improve the marketing solutions that they have to offer. IBM’s “Marketing Cloud” clients are now able to use Facebook’s ad capabilities in their campaigns. This is designed to help further improve the results that the advertisers are able to get from IBM’s popular service.
This ability will be integrated into their new Journey Designer feature, which allows brands to create a high quality, personalized customer experience to learn more about how customers respond. This information can then be used to further imp rove the overall advertising options for each company.
In addition, Facebook is becoming the first company to join IBM Commerce’s new THINKLab, which is designed to be a ‘research and collaboration environment’ where companies can work with brands to help come up with new ideas, technologies and other solutions to improve the overall customer experience.
Blake Chandlee, VP of Partnerships at Facebook, said of this arrangement, “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.”
The data that is provided to this service from Facebook will be anonymized and aggregated to help provide improved insights and a better overall picture for marketers who use the service. As marketers use this service they will be able to pinpoint effective marketing strategies and replicate them not only with the IBM Marketing Cloud but also with other services.
Combining IBM’s advanced analytics systems with Facebook’s personalization abilities will likely provide a very effective way for marketers to get the right ads in front of the right people. This program has already launched, so it will be interesting to watch to see how effective it is.
