Facebook and IBM are partnering to aid retailers in delivering more personalized adverts on the timeline of the social networking site, as well as other digital channels.
On Wednesday, May 6, the two companies revealed that they have teamed up to integrate Facebook's current ad targeting technology with IBM's tools to help retailers.
IBM's data analytics offers services to major consumer product brands, as well as retailers. Facebook, on the other hand, also analyzes user behavior and preferences. The partnership between the two to aid retailers will be an amalgamation of knowledge on retail data (items seen or purchase history) along with Facebook user data, which will in turn assist the two to create marketing campaigns and adverts for their customers that are more personalized.
The partnership will persevere to combine data both companies have on customers, including purchase patterns, call center queries, Facebook data such as likes, complaints and comments.
"Our clients have urged us to bring Facebook into the equation because it is so important," revealed Deepak Advani, GM of IBM Commerce. "Facebook is where consumers spend a lot of their time."
In the past, advertisers who seek to promote their products online have utilized browser cookies information to make adverts that basically "follow" the user on their Internet sojourn. With Facebook's advertising platform getting merged with IBM, the two companies will not only have the ability to create the ads easily, but also make these campaigns more effective and relevant.
"We will be working closely with IBM to continue advancing our joint capabilities and deliver people-based marketing that's optimized to achieve each brand's business goals," says Blake Chandlee, Facebook VP-partnerships.
Both IBM and Facebook are looking at a client-centric collaboration. Advani revealed that IBM is working with its clients to alter the products based on client requirements and feedback. The partnership with Facebook will help the company in enhancing these efforts.
As part of the collaboration, Facebook and IBM revealed that they will be connecting Silverpop - IBM's marketing tool - with Facebook's ad product.
Moreover, as part of the partnership, employees of Facebook will also participate in the IBM Commerce THINKLab, a practice which aids companies in creating novel marketing strategies for the digital space.
Photo: Maria Elena | Flickr
