Over the years Facebook Inc (NASDAQ:FB) dominate the advertising domain in the presence of “Giants” like Google and Twitter. Facebook’s improved and versatile social strategies make it a more user friendly platform compared to other social giants. To further stable its position in advertising domain now Facebook is teaming up with International Business Machines Corp. (NYSE:IBM) to help advertisers bring more personalized ads on the Facebook’s home page in addition to other electronic media sites.
Facebook and IBM announced their strategic alliance on Wednesday that both are collaborating on incorporation of Facebook’s current ad targeting technology with IBM’s tools to help retailers.
IBM’s data analytics target its ads tools to major consumer product brands as well as retailers. On the other side, Facebook offers services based on user behavior and preferences. This partnership will aid both companies as the combining of knowledge on retail data (items seen or purchase history) along with Facebook user data will support both firms to create improved marketing models and ads for their customers that are more modified.
The partnership will allow both companies to share data of their 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.”
Historically advertisers post ads for the promotion of their products using browser data information of users and these ads stay on the page for a while, after that the ads were removed. While the merger of advertising portfolios of both firms will not just enable the firms to craft ads easily but also make advertising operations more successful.
“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.
Advani said that IBM is collaborating with its advertisers to target the ads based on customers’ requirements and priorities. Inclusion of fresh data from Facebook users search portfolio will be handy in such operations.
Under the terms of deal IBM’s marketing tool Silverpop now joins with the Facebook’s ad product.
Furthermore, Facebook workers will also work in conjunction with IBM Commerce THINKLab, a program which helps both firms to craft innovative marketing techniques for the digital world.
