 Good afternoon and welcome to exchange for media webinar today in association with Kora where we will be talking about decoding target marketing, how to grow your brand with Kora. Marketing professionals like you know the challenges involved in reaching the right persons at the right time and in today's session what our speakers will be doing is decoding target marketing for you. May I please invite, before I invite Gudnit and Vishal, I have a request for the audience. Please send in your questions in the Q&A box. We will be taking questions at the end of the session so we encourage you to send in as many questions as you can. We also request you all to please keep your mics and your cameras off at all times so that it doesn't disturb our panelists. Now to get started may I please invite Mr. Gudnit Singh, General Manager APAC Kora. Thank you so much Vishal for joining us. Over to you Gudnit and Vishal. Thanks Vishal. Very good afternoon to everyone on the call. It's a pleasure to have you on this session. So a quick on this quick note, you know a quick history of WaveMaker when two of the largest agencies of GroupM, you know Maxis and MEG merged in 2017 to form WaveMaker. Vishal moved from Maxis to take up the VP WaveMaker role and now the Chief Digital Officer at WaveMaker. You know Vishal is one of those few people who kind of transited like you know digital transformation from one era to another era and he's kind of seen a lot of you know stuff happening in the digital age and we are very lucky to have him on the call today. Welcome again Vishal. Thanks a lot. Kind of you know worked across industries, auto FMC, the telco, media, retail name it and you know you've virtually seen it all. Just for the benefit of the audience to you know name some of the key clients who handled our Noreal, Mondalees, Mondaderi, Tata beverages, Bisleri, IPC foods, MTR, Vodafone, Mintra, Netflix, Red Bull, Chroma, Tata Motors, OTAC, NMIMS and the list is very very long. So it's great to have you on the call and you know benefit from your experience so without much ado. Vishal my first question to you is you know the last time we spoke and we spoke about you know data and tech becoming the two most important and the strongest pillar than digital advertising and that's right. You mentioned something about you know precision marketing with which you guys do. So can you share with all of us what precision marketing entailed you know what is it all about? Sure. Just to put things in a bit of context so when you look at the shift that we're currently observing and the shift that we're observing is more from a landscape of from a tech perspective right. The shift is largely from the lens of media money is actually moving from platforms to audiences right and there's a reason for that. So what we're noticing right now is that a lot of the clients and a lot of our clients basically and advertisers are looking at how is it that I can get the best buck for my media investments and so on. So when you look at it from that lens the traditional way of doing that was you put money on various platforms and you see which platforms actually working for you. But now what we're seeing is that instead of putting it on platforms we're looking at audiences and audience sciences basically right. So if it's a beauty brand that's looking to target women so you'll have multiple tribes over there. You'll have tribes of when I call a tribe I mean an audience segment over here it'll be a working mother or it'll be for instance a housewife or first job and so on so forth right. How do you identify these tribes and see which tribes working for you on which platform and I think we do that and the only way that one can do that is by integrating a good amount of the existing data practices that the client might have at their end with a certain amount of text find that they will be building at their end to ensure that basically they look at your existing first party data that you currently have and enrich it with third party data and create the right kind of audience sciences that you can look at targeting and so on so forth. And what we're noticing is that when we start creating these audiences and precisely communicating to how you'd communicate to a housewife versus how we'd communicate to an office going woman to how we'd communicate to a first job or and so on so forth or towards to someone in the later half of the teams the communication will differ a lot and that's what we mean by precision marketing right. How you precisely communicate to an individual in the right context in the right environment by using data and technology in the right context. And what we're noticing is that there's a good amount of increase in ROI right. So across where we've deployed precision marketing and audience sciences we're seeing an uplift of at least about 50 to 20 percent in terms of ROI. So either we're getting a much better bang for the box or we're able to kind of reach more amount of people through the limited kind of space that they currently have. So that in a sense is we would be trying to kind of to summarize basically right that would be the core crux of precision marketing how we're going about it really. Yeah I think you've explained it very very well. Just to add on to that like for example I love the word tribe which you used you know I think that's a great word and to build on that Kora for example has very unique ways of identifying the tribe. So we have something called topics so you know depending on those topics you can you know define your TV and the tribe you know which is which you use. We have something called keywords through which you can actually identify and obviously we will talk about it in this webinar. So any more examples that come to your mind of unique ways of precision marketing you know one is the usual demographics and all of that. Is there any other brand which you remember which kind of leverages anything which is unique in nature in terms of targeting? Yeah there are multiple there are multiple examples of these sorts here. So for instance if you look at the auto category right so I'll give examples pre-COVID and post-COVID also so from a pre-COVID perspective you know you would look at identifying let's say for example there's an auto category like an auto player like Ford for instance the Ford would look at looking at multiple dealers across the various parts of the country and identifying people who are predisposed to buying or market intenders rather people who are having some intent towards purchasing a Ford within that vicinity. So how do you layer your existing data that you currently have for the people over the vicinity of Ford? How do you layer that with third-party data and identifying who are the people precisely you need to target within a certain vicinity. So the person you'll be talking to someone in Kandyuli in Bombay for this will be completely different from how you'll be talking to someone in Gurgaon right and then also trying to understand the interest layers of that person over there to figure out if the person is interested in the looks of the car then how you kind of communicate to him with the kind of looks or the visual appeal to the car. It's the one interested in mileage and how would you talk to him on the lines of mileage and so on and so forth. So how do you customize your communication to an auto buyer for the location that the person is present in with the kind of interest behavior that he's showing online with the kind of you know demography also for that matter. So how do you layer all these kind of data segments and data assets basically to kind of ensure that. So similarly for other categories also whether it is a CPG category every single category right now if it's a telecom category we're looking at prepaid versus postpaid right how do you talk to a prepaid person or to the postpaid customer. You know if it's retail also you'll talk about within the existing retail outlets that are currently there how would you kind of ensure that you drive walk-ins to the store and who's the most likely person to walk into the store by using a bit of AI and ML to kind of understand the four people that are targeted who's the right person who will be walking to the store and how do I expose them a little bit more and so on so forth. So there are multiple ways and this can be done but I guess the crux of it all would lie basically how well you intelligently use data and take on digital data. Sure that's very useful. So Vishal let's talk about you know the full funnel approach you know for a few minutes. So the full funnel as you know is you know there's awareness there's consideration and you know at the end there's like performance you know hard for performance. So traditionally you know digital media started off as a bottom of the funnel which is completely used for performance but as kind of digital media grew in terms of numbers and all and now we find you know advertisers are adopting digital for a full funnel approach from awareness to you know performance. So what are your views on that and any examples there? Yeah so you know I was just doing this little bit of an exercise recently to kind of understand how digital budgets are actually being utilized online right and interestingly if you look at it for every hundred dollars being spent on on on media close to about 30 dollars is actually getting spent on digital right and within that 30 dollars if you look at it essentially within that 30 dollars there'll be a good amount of people who are in the SME space which we consider the unorganized market and then there's the agency spend which is just considered as the organized market right. So the entire SME space essentially is focused towards immediately driving ROI bottom funnel basically right and within the organized funds it's an even split between top funnel and bottom funnel and that used to be the conversation pre-COVID as such. So if I could draw close what 55 percent of the split would be on top funnel and and basically the 45 percent of that would be on bottom funnel and now what we're noticing is that 45 percent are becoming close to about 65 percent as we move forward right after the COVID situation so on so forth. What the reasons for that is that even if you look at the top funnel players they're largely driven by a CPG brand right so if you look at all the CPG brands now trying to see how is it that I can do a full funnel kind of an approach and what is it that I can drive how is it that I can actually drive through the funnel marketing basically. So it's no longer about you know you know how do I kind of reach the right what it is no longer a conversation about R and F or the reach and frequency as such but it's all about trying to see if I can reach X amount of people how many of them have actually converted right and that's the conversation that you're seeing right now across all our brands right so across the CPG brands or any other brands that have been focusing on top funnel and then that's what I see a shift that's happening from conversation that are predominantly eschewed either in the bottom funnel saying okay how many leads or how many acquisitions can I get to a conversation where I say how many people can I reach and now to a more ambidextrous conversation which is about how many people can I reach and how many people of them are actually converting and how do I kind of do a full funnel which that's a shift that we're increasing right now. Yeah Vishal I think it's interesting to know the stats which you shared and the logic so you know I can go on and on I have a lot of questions but we have other panelists as well before we kind of sign off is there anything else you would want to add Vishal? No I think that's it I think the takeaway for me in the last two three months that I've been noticing is that one how do I get the best back and this is all this is all what advertisers are saying right how do you get the best back out of the money that you currently spend and how well can you precisely target and which one is the outcome for the other right one is the means to the ends the better and sharper way we can target the better the outcomes for the campaigns and so on so forth I think that's the crux of it all essentially. Yeah thank you very much Vishal thank you for your time and thank you for joining us so on the spirit on the note which you've kind of said you know that how do we kind of evaluate let's let's you know move on to the you know next panelist to you know figure out how Kodak can be useful so Michelle passing it back to you and a big thank you again. So much good me thanks Vishal thank you for taking us through that. I'd now like to invite before I invite Nitin Patil and Radhika Oke who are Kora Evangelis we have a quick poll which is coming up which will last a few seconds so we request you all to quickly on please we encourage the audience to keep in their questions at the end of the session all of your questions will be answered so please keep typing them in the Q&A box. Nitin may I invite you to come on board. Good afternoon everyone hi Michelle. Thank you so much Nitin hi over to you. Yeah thanks Michelle so hi guys good afternoon everyone so you have been using Kora as users but today let's cover how Kora is important for businesses so let's look at the business angle and the advertising angle of Kora so today what do we cover on the agenda we talk about target marketing why Kora the audience is on Kora and how you know performance campaigns can work on Kora and drive performance for those brands for you okay so starting with the power of target marketing as rightly said by Gurmeet and Vishal you know precision marketing has become important in the today's scenario hence you know being present at the right time to the right customer in the right context always gives you against the brand the highest engagement which in turn leads to you know the in turn leads to high quality you know performance matrix like leads and conversions and sales too so this helps the brands to you know stay focused on to the customers they are looking at as what Vishal mentioned you know you know targeting the right tribe or the right audiences and collecting that data points and you know reaching out to them so this helps the brand to you know be focused on to their communication to their objectives to what they want to achieve from their digital campaigns so hence targeting target marketing becomes an important aspect in today's marketing scenario so that's how Kora could help a brand be there and leverage so why Kora and why do people come to Kora okay so basically Kora you know people come to share their knowledge and learn about the world that's precisely the mission of Kora which Adam Angelo the first CTO of Facebook started Kora in 2009 with a platform where people could share their knowledge so people come here across for different perspective people come here to you know evaluate products they come and you know conduct researchers on different topics they try to find communities which are there on Kora which resonates to their knowledge their thought process the passion which they have they try and find out like-minded people on Kora through the communities they increase and share their knowledge they share their stories across they get surprised by the local content global content which they could read and access through well as they can go as hyperlocal as possible and ask something question within their own community or their own locality itself so Kora gives you gives the user the perspective perspective of you know reading global content to a very hyperlocal and a very local content also so people come here across different objectives and start surfing Kora for you know gaining knowledge so where does Kora lie so Kora has a perfect you know hybrid standing between social and search as I said people come you know you know start possibly browsing content they start reading they also start searching and evaluating products so hence Kora becomes a perfect evaluation of social and search okay that's how where Kora lies upon so we are a hybrid of social and search platforms now coming to the audience how do we look at the audience on Kora if you see that we have a perfect split of age groups on Kora you know precisely you could look at targeting the millennials you can look at targeting the decision makers and the people who are the purchase intent so we Kora has about 80% of its audience between you know 80 into 44 so which which gives a breakup of you know millennial audience of 35 percent 40 percent of purchase intent driven audiences and a higher audience with the rest 20 percent so it gives you a perfect you know split of different genders which you could target though Kora doesn't collect the this data of gender the age groups sorry but is done through a recent study and hence the bifurcation so Kora is a very neutral platform and talks to both the genders hence you can see an equal split of male and female audience coming onto a platform that's precisely because Kora has a policy called BNBR which is B9 speed respectful to the users that is the policy which helps us abide to abide by the users which gives an equal and a neutral split on gender coming to the split if you see you know Kora has an equal split of so sorry you can see that there's a mobile percentage which is there so we are present heavily on mobile compared to a desktop and that's been a global you know standard across all the apps today we are being heavy in the mobile space coming to the audience which is precisely the biggest point or a hub which is 40 minutes time spent and we outweigh the average time set of all the platforms today across and you see an high engagement of users on our side so on the app so 40 percent 40 minutes of time spent on the app and 15 minutes through the mobile search which comes to Kora coming to the undiplicated growth Kora has a unique audience on its websites which is there so if you compare it with the leading platforms like LinkedIn, Twitter and Facebook 74 percent of Kora's audience is unique and is not available on LinkedIn hence we have a high reach compared to Twitter 80 percent of our audience is unique and not available on Kora so we you tend to reach a very unique and a different audience through Kora looking at the year-on-year growth our audience sizes have been growing drastically on personal we have with 75 person which we grew on last year number of questions and answers percentage is increasing shows the interaction rate and the traction the platform is having so that's that's how the audience looks on Kora so Kora has the nature of content and Kora is basically through question and answers so these question and answers are tagged to the various topics on Kora so and you can talk to people on precisely surfing these particular topics so Kora has about four lakh plus topics available on Kora so on the slide what you can currently see a few topics and the numbers which are there for India these are the India numbers so let me pick a few of them you know if you look at the technology as a topic it has about 71 million followers and about one million questions being asked which is a huge community to look at similarly you know you can look at cricket which is right now IPL has been announced and going to start tomorrow so cricket has about four million followers and about two lakh questions being asked so likewise there are different topics available on Kora where people engage and read content on Kora so let's deep down a few of the important topics or few topics which can give you a perspective about Kora coming to finance as a topic you see that there are about 31 million answer views and about you know 21 million followers which are there likewise when you look at insurance as a category you have about five million answer views so that's the engagement you have on Kora coming to banking uh banking being the biggest of all the categories you see 31 million followers and about three lakh questions being asked so this is about the BFSI as a category looking at education this is one of the most popular topics on Kora and the most sorted you know topics where users come across that's precisely you have about one million questions being asked on education so people come here to understand which universities to join which courses to join which is a better course to look at to pursue which universities are there to pursue so hence education is the you know one of the biggest topics and one of the biggest categories to look at on Kora compared we also look at software and SaaS as a product people do come here and engage you have people talking to businesses where B2B people come here learn about different aspects right from you know startups to you know getting investments to you know knowing about GST rules and regulation what are the government regulations so people come here and talk on different topics hence you can capture these audiences in the right context and the right time frame and hence moving on how brand can leverage Kora precisely you can look at you know the three types of where you can leverage one is the text ads and the image ads second is promoted answers third is through business profiles and an amelioration of promoted answers so let's deep dive on to each of these aspects so text ads are basically a native ad in format which is available on Kora it has an headline a body copy and a cta we suggest you know branch when they are looking at advertising to text ads have the headlines in a question format which you know perfectly you know ameligates with the format of Kora okay so text ad is one of the ad units which you can leverage at the same time you can look at the image ads so image had as an hero image at the center followed on the top with the brand name the headline copy the logo and then you have the body copy so there are about 16 different cta's which you can use perfectly uh basis your objective of the campaign right from an awareness to a traffic to install to you're looking at a lead at a performance so you can use these different types of cta buttons which are available on Kora uh coming to promoted answer which is a third ad unit uh promoted answer gives you a more real estate to talk about your product and services it helps the brand you know establish a thought leadership uh for themselves and help them you know grow uh the top funnel awareness uh for the brand so you can the brands can come and answer uh you know certain questions and have themselves you know discuss about their products and services so uh how how do brands leverage and how uh brands can look at uh Kora uh let's look at the core of flywheel so brands can come share their content share their perspective on the products and services uh that's giving you know an an engagement by the users by you know upwards shares and comments and you know that's the delivering and establishing a thought leadership for themselves so though this being an organic approach promoted answer gives an acceleration to this particular entire process so if you you know promote an answer uh this will help you grow your reach organically well within the system and give you that reach relevance and frequency for your uh answers and the content which you want to uh disseminate on to the users okay so how do you look at promoted answers there are different types of promoted answers where you could look at one is how brands are answering on Kora and the second one is having Saturday profiles of the leadership team answering certain numbers answering certain questions on Kora and leveraging that through promoted answers so here you can see an example of how IBM has been talking to the developer community so they are taking a leadership stance or the thought process stands and you know giving uh the information to the developer community whereas you can see uh Gabriel Weinberg for who is the CEO of dug dug go which is an alternative search engine uh talking about the search engine and the product from the services so uh brand themselves can directly uh start doing promoted answers well has you know they can have the leadership team or any other to write content for them and promote that across okay uh brands can also leverage uh you know having a profile on on Kora which is called has Kora business profile page so on the left hand side you can see how lovely which is one of the brands uh you know having a brand profile page on Kora uh and having a one stop destination uh for themselves to you know leverage more content to the users give more content and talk to the users on the Kora ecosystem whereas they you can see on the right hand side you have an user profile uh or could be a leadership profile which can be later used uh for promoted answers so brands can look at creating a business profile whereas a thought leadership uh you know shadow grid profiles for them okay uh so on on promoted answers uh no text is one of the way of writing answers you can also have videos embedded into it and just images also embedded into it you can embed a youtube video which plays within the Kora ecosystem well has you know the video views gets acquired to the uh video platform which you are uh you learning the video through so you can use uh use promo you know different types of uh you know contacts to uh in promoted answers you can use text attacks you can use video you can use jiff and you know have more engagement with your users okay Kora also has a performance driven product which is called as the Legion uh which helps you to get and leads uh on Kora within the same ecosystem so you don't have to drive the users to an external landing page where you have the leads cabinet where the Legion form on Kora is perfectly well built within Kora itself and the users can directly submit their details and you know the brands can uh collect those leads for their performance campaigns uh so looking at uh this uh you know look let's look at the targeting uh options available on Kora how you can target these users what and how you can monitor your campaigns uh to which are the brands which are leveraging on Kora so may I ask Radhika to you know uh take you through the targeting uh options available on Kora so Radhika yeah thank you Nathan yeah okay so uh thank you Nathan so I'll now help you understand how you can reach your target audience right so there are primarily four types of targeting that Kora offers right there's contextual targeting there's audience targeting there's behavioral targeting and there's broad targeting right I'll come into each one in detail apart from these you can also layer in device targeting that is uh if you want to target specific devices like iOS or android then we have gender targeting then we have location targeting wherein you can choose locations at country state city and zip code level and we have browser targeting where you can choose specific browsers to target like chrome um mozilla etc right apart from these you can also exclude certain locations certain questions keywords and audiences as well right now I'll come into each one in detail right so contextual targeting like the name suggests matches your ads to relevant content that users are reading on Kora right and contextual targeting on Kora is real time so when I say real time I mean for example like you're reading about mutual funds as a topic right right now on Kora that's when your ad will show right contextual targeting has three types of targeting within them there's topic targeting there's keyword targeting and there's question targeting right topic targeting is uh when you can show your ads to relevant topics that you think users will be reading on Kora about which is related to your business right for example mutual funds as a topic if I'm reading about it right now that's when your ad will show right and there's keyword targeting keyword targeting is where you can put in your top performing keywords and these will target questions which match those keywords and show your ads real time right so here we usually suggest that you use your top performing keywords from google because you know Kora is relative to google right then we have question targeting so question targeting is where you there are these pre-existing questions on Kora which you can choose to target and your ads will show to them right so that's context so like I told you contextual targeting is real time targeting on Kora right next we move to behavioral targeting so now the major difference between contextual and behavioral targeting is the fact that while contextual is real time behavioral is based on user behavior basically interest shown previously so for example two days before I've read about mutual funds therefore I've shown interest on that topic right therefore the ad will show to me right within behavioral targeting there are three types of targeting there's interest targeting there's keyword history targeting and there's question history targeting so interest targeting is where you can target a set of topics that is relevant to your business and your ads will show to users who previously shown interest on that topic right then keyword history targeting so this is similar to keyword targeting wherein you can choose to put in your top performing keywords and based on interest shown previously by users on those keywords it'll target your ad to those questions right similar to that is question history targeting wherein again you can choose from a pre from a set of pre-existing questions that's relevant to your business and based on interest previously shown by users your ads will show to those users right so like I told you contextual is real time and behavioral is based on interest right now we come to audience targeting so audience targeting comes into picture when you want to re-target your existing users right so there are three types of audiences you can target on Kora there's website traffic audience where you can target users who've already landed on your page or specific pages of your website and there's lookalike audience where you can target audience lookalikes of your existing users and there's list match where you can upload a list of email ids of the users you want to target right and finally we have broad targeting now you can use this when you want maximum eyeballs right use this when you want to target a larger audience to drive awareness of traffic to your brand and we'll target to across the audience right so these are the four major targeting methods that we have on Kora now we move to bidding right so we have three bidding methods available on Kora this cost per click cpc cost per thousand impressions cpm and cost per action cpa right cpc is when you start advertising on Kora we usually suggest that you start with cpc basically just like other platforms you define your maximum cpc you're willing to pay and you'll be charged per click right then we have cpm where your goal is to get maximum impressions or let's say your goal is branding then you can choose this bidding where you pay for thousand impressions right then we have cost per action so let's say you start your campaign with a specific conversion goal like app installs leads or sale and you want it at a certain cost right that's when you choose this bidding but here again we suggest that you start with cpc and once you have enough number of conversions say about 50 to 100 then you can shift to cpa right so like gurneet and vishal mentioned earlier also at every stage of your marketing funnel you can target kora right so for example let's say you're launching a new phone you can choose brand awareness as your objective and you can place image ads and then target the broad targeting right then comes your consideration place so where you can give information about the product and its features through promoted answers and target specific topics and questions that you want to and then comes last the purchase funnel right where you can place our purchase pixels for our pixels and then we can start tracking your purchases right so these are our targeting methods and our bidding methods so all of this is possible with our kora ads manager so with our qam you can create campaigns monitor performance of your campaigns monitor your conversions create reports and a lot more things that you can do right it's a very simple platform once you start using it you'll actually fall in love with it yeah so these are some of the partners that you've tied up with which will help you track your performance at a deeper level and here are some of our top advertisers who have had amazing results yeah so so if you'd like to get started on kora you can contact us on any of these email ids mentioned here and we should get you enabled soon especially with the festive season coming up it's the right time to target kora so with that we come to the end of our presentation thank you radhika thank you so much uh radhika we have one question for you which has come in from the audience and uh they'd like to know if you can explain audience targeting in detail sure uh so shall i present my screen again yes yes i'll do that so yeah coming back to audience targeting so these are the three ways you can audience target right there are there's website traffic audience so when you choose website traffic audience as an option to target you can choose specific pages that you want uh that visitors that users have come on kora uh on your website and if you can also choose to target your entire webpage right that's website traffic audience so what happens is once you choose that kora will populate the audience that's landed on your website in a span of maybe 90 days or whatever you specify and then you can target right so let's say it might show up some 45 000 audiences then you can target all of them and as a remarketing method you can target it right then we have lookalike audience so when I say lookalike audience let's say um so you have chosen specific pages of your website right or your website so you want to create a lookalike of your website traffic audience you can do that or let's say you put in the list of email IDs that you wanted to target and uh let's say popular up to some 1 million users for you to target you can create a lookalike of that the good thing of doing that is you are not only reaching to your audience who's landed on your page or you've uploaded as an email ID you're also um reaching out to audiences who look alike like your audiences right like the audiences who've landed on your page is that clear or do you want the more context radhika thank you uh okay so with that we come to the end of the session nithin radhika thank you so much for deep diving into the entire concept of target marketing I think it's been a very interactive and informative session for all the audience we've had some q&a which have come in and which have been answered by the kora team so thank you for that uh gurmeet and vishal thank you as well for your time uh before we sign off sagar can we quickly have the poll results please so there you go what kind of a platform is kora search social neither both so we have social taking 26 percent the cake and both taking 47 percent so radhika are we right on that yeah yeah we are great sagar can we have the next question what kind of ad targeting is available on kora all of the above says 84 percent perfect great so I think then that's perfectly done we've managed to capture our audience as well and get them all the information that they need to the audience radhika has already shared her screen where she had shared the email IDs etc you can also get in touch with us at exchange for media and we're more than happy to put you in touch with the kora team once again thank you so much for joining us thank you to the entire kora team once more and see you all soon at another webinar take care goodbye you thank you so much