Brands to exploit the marketing potential with Facebook

BANGALORE— Facebook and IBM Commerce 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.

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 meaningful 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.

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.

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 that fit the appropriate training climate.