The US tech giant IBM has teamed up with the social networking site Facebook to offer marketers new integrations between the two platforms. In other words, customers will now be able to buy Facebook ads with combined data from Facebook and IBM's Marketing Cloud customer data platform.
IBM is reported to have invested millions of dollars in its Marketing Cloud analytics, TechCrunch reported. According to IBM, the advantage with the new approach is that the customers can take campaigns that work on Facebook and replicate them elsewhere.
“Facebook is the first company to join IBM’s THINKlab where team members from IBM and Facebook can work with advertisers to create campaigns with a focus on personalised customer experiences,” Jay Henderson, director for IBM Commerce said.
With the new approach, a retailer could identify Facebook users interested in long-distance running, then deliver targeted deals based on the type of gear they are interested in as well as their location.