IT giants combine for tailored marketing campaigns
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FACEBOOK and IBM Commerce last week announced their collaboration to provide the world's leading brands with tailored marketing that reaches the "right people at the right time with the right message".
Under the collaboration, IBM’s 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 services for their customers across applications, devices and time.
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 between their interests and interactions across multiple channels.
IBM also announced that Facebook would 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 personalise customer experiences.
Blake Chandlee, vice president of Partnerships for Facebook, said the partnership with IBM would help top brands achieve personalisation at scale (the newest digital marketing trend) by using IBM’s marketing cloud to find and engage their target audiences on Facebook, as well as solve their toughest challenges by consulting with IBM Commerce THINKLab. IBM will use deep analytics, on top of Facebook’s anony-mised (information removed that could lead to an individual) 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. All of this means better ads for people. For example, a retailer launching a new line of running gear can use Facebook’s Custom Audiences and targeting solutions to segment its customer groups that are interested in long-distance running. The retailer can then glean aggregated insights into the audience’s preferences in running gear and, based on location, offer deals on apparel.
Parnsiree Amatayakul, managing director of IBM Thailand, said brands understand the increasing need to provide customers with powerful and personalised experiences to nurture loyalty. Through this collaboration, consumer product companies andretailers will be able to quickly gain deeper insight into what their customers expect and provide them with compelling experiences that bridge the physical and virtual divide.
