IBM's more than 35,000 marketing cloud clients will be able to tap into Facebook's data, using tools like Custom Audiences to cater to individual consumers and segments. So they can target Facebook users based on their likes, while also taking advantage of information from IBM's marketing cloud, such as weather, location and previous purchase history.
The partnership follows on the heels of a recent IBM study that detected a gap between advertisers' intentions and consumers' perceptions. The study found that while 90% of marketers agreed that personalized experiences are critical, 4 out of 5 customers felt the companies didn't know them as individuals."A lot of clients we talk to said, 'Hey a lot of the marketing we do is with Facebook, so can you also bring them into our ecosystem?'" said Deepak Advani, general manager for IBM commerce unit.
On top of this integration, Facebook and IBM will also be teaming up for a new Commerce ThinkLab, designed to work with companies to develop new marketing technologies. The lab will house IBM researchers, Facebook experts, domain experts and designers, who will work on specific cases for IBM clients.
The ThinkLab will tackle price optimization or inventory analytics and be able to tie together e-commerce and brick and mortar sales in one virtual inventory.
"At the end of the day we're still at early innings of how one-to-one personal engagements are going to happen," Advani said. "When companies like IBM and Facebook team up on real use cases, that's the best way to accelerate innovation because it's grounded in reality."