IBM, Facebook Partner on Marketing Cloud Push
IBM and Facebook announced a new partnership that taps into Facebook's ad capabilities and IBM's analytics to deliver personalized customer experiences.IBM has teamed up with Facebook to help marketers change how they interact with consumers and improve consumers' overall experience with brands both on social networks, on their mobile devices, or even in-store. Facebook and IBM Commerce today announced that they will collaborate to provide the world's leading brands with tailored marketing capabilities that reach the right people at the right time with the right message. The companies said IBM's marketing cloud clients can now utilize Facebook’s ad capabilities such as Custom Audiences, along with IBM's deep analytics and design features, to create experiences for their customers across applications, devices and time. Using IBM's new Journey Designer, brands can create personalized customer experiences across all engagement touch points and then use Journey Analytics to gain an understanding, at an aggregate level, of how customers responded. "Brands understand the increasing need to provide customers with powerful and personalized experiences to nurture loyalty," said Deepak Advani, general manager of IBM Commerce, in a statement. "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."
By combining Facebook's ad technologies with IBM's Journey Analytics, brands can more accurately determine which groups of customers are among the 1.44 billion people active on Facebook and 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.