• May 22, 2015
  • By Leonard Klie, Editor, CRM magazine and SmartCustomerService.com

Kahuna Releases Dynamic Audiences for Facebook Advertising

Kahuna, providers of a mobile marketing automation solution, today released Dynamic Audiences, which allows marketers to automate their ad retargeting on Facebook while also keeping track of customer purchases in real time so that users are not hit with the same ad after they've already purchased the product.

"Marketers can now do one-to-one advertising with customers on Facebook," says Adam Marchick, CEO of Kahuna, a Palo Alto, Calif.,–based start-up that launched in 2013. "This is a big departure from just sending messages and hoping they get read."

With this release, Kahuna has integrated with Facebook to automatically create and curate Custom Audiences. Kahuna customers will now be able to use this technology to understand their customers' behaviors, create engagement-based rules for segmenting customers, and automatically maintain Facebook Custom Audiences.

Marketers who use Kahuna will no longer have to manually segment customers or upload audience lists. And, once a customer makes a purchase for the advertised product or service, the ad will disappear and no longer follow that user on Facebook.

"It's all about tying CRM in real time to advertising," Marchick explains. "The app auto-refreshes to make sure that each ad is relevant for each consumer."

"All the [marketer] has to do is set up a campaign in Kahuna," and the product does the rest, Marchick says. "None of the lists are manual. They are all automatically and dynamically created by Kahuna."

The end result, he adds, "is a much more delightful experience for the consumer" and, for the brand, "a new level of personalization to its Facebook advertising."

Marchick says there is nothing more annoying for a consumer than being followed around the Web by an advertised product that has already been purchased. And for brands, "it's simply a waste of marketing dollars," he adds.

 "If marketers want to achieve higher engagement levels on Facebook, they need to get smarter about the way they interact with users. With Kahuna's Dynamic Audiences, every interaction you make will be personal, timely, and relevant," he says.

Though currently only available for Facebook advertising, Marchick says integrations with other social networking sites are possible down the line.

"Facebook is a pervasive platform right now," he says, "and Facebook, with its Custom Audiences, is a very powerful tool."

"But hundreds of millions of consumers are on some of the other, newer platforms," he acknowledges.

The Dynamic Audiences app currently supports Android and iOS mobile devices as well as the mobile Web.

Many of Kahuna's current customers have strong mobile offerings, but this is the first engagement product from Kahuna that does not require a native app. Dynamic Audiences allows brands to intelligently market and delight users across devices with the right message at the optimal time. With a personal understanding of users and the ability to reach them at scale, Kahuna is useful for brands on both mobile devices and desktops, in addition to those that just want to reach their audience through Facebook.

"Our mission is to help our customers understand their user bases and engage with them in the best way possible," Marchick says.

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