IBM and Facebook today announced a partnership which will allow IBM’s high-end portfolio of marketing cloud clients to align Facebook advertising solutions, like Custom Audiences, with cloud-powered targeting and analytics to create highly personalized, multi-channel and device agnostic customer experiences.
Integrating IBM Journey Analytics with Facebook’s ad tools will help brands target active groups on the social platform, and correlate Facebook engagement points with activity on other channels. Content can then be distributed to enhance customer experiences on Facebook and elsewhere.
Although the collaboration between IBM and Facebook is relevant to existing IBM marketing cloud customers, it’s also likely to be a key selling point for the cloud platform going forward. Connecting with Facebook’s large volume of users–and, perhaps more significantly–its rich seams of user data, can only make IBM’s marketing cloud offerings more competitive in a highly contest field where Adobe, Salesforce and Oracle have been seizing headlines.
Jay Henderson, IBM Commerce director, also announced that Facebook will join IBM’s THINKLab, where teams can work with advertisers to create personalized campaigns.
