‘Quora helps brand content get visibility through knowledge sharing approach’

Quora India’s Avirup Das & Anjul Tyagi - joined Ruhail Amin, Senior Editor, exchange4media group, discuss how brands can leverage the platform for maximum reach

e4m by exchange4media Staff
Updated: Jul 1, 2020 9:27 AM
quora

Marketing is an ever-evolving space. How to target the right audience, at the right moment, in the right context is always an enigma. But, the solution for all these questions could be found on Quora. 
Speaking at an e4m webinar titled, 'Get Answers to all your Questions about Target Marketing, evangelist at Quora Avirup Das & Anjul Tyagi in conversation with Ruhail Amin, Senior Editor, exchange4media group, talked about how advertisers can drive their ROI goals on Quora.
Highlighting the importance of target marketing, Das explained, “Target marketing involves breaking a market into segments, to focus the marketing efforts of brand on customers whose requirements closely match their product or services.”
According to him, there are two ways of achieving the desired results through a targeted approach. “One is identifying the audience via their behaviour in the entire online universe. It involves extended audience networks and cookie placement. But, the world is moving away from browser based cookies, and it’ll come to an end by 2022”, he said.
The other aspect, according to Das is, contextual and behavioural in nature, in terms of being able to target audiences at a point of time when they are receptive towards relevant messaging.
Explaining why target marketing is important, Das said, “Targeting your audience at the right time, with the right context, means you are targeting them when they are most receptive. As far as online marketing is concerned, we see a plethora of messaging across platforms which is largely consistent, because we are only looking at identifying audiences in their demographics as opposed to tailoring messages in the right context.” He added that differentiating their brand with the right context ensures that marketers are only reaching out to the audience when they want to know more about their product and services. That naturally results in higher and better quality leads from the audience, because that naturally more curious about your product.
Talking about Quora, and why people come on the platform, Das explained that essentially people come to Quora to share knowledge and learn about the world.
“Quora connects the knowledge seekers with the subject matter experts. People come to Quora to evaluate products, conduct research, learn about the world, share knowledge, be productive, share stories, be surprised and find community amidst users with similar experiences”, he elaborated.
As per Das, Quora has a high intent audience. It is neither a purely social platform where the audience passively browses, nor purely a search platform where audience go when they have already made up their mind. It is amalgamation of both where audience is actively learning. “People come to Quora when they are about to make a choice and inform the decision making process with credible opinions”, he said
Data shows that Quora has crossed 100 million unique monthly visitors in India. In terms of age bifurcation, there is a good balance between millennial as well as mature audience on the platform. Quora's 35% user fall between the age group of 18-24, and 40% between 25-34 years. 11% audience lies between the age of 35-44 and 7% is between age 45-54. 5% audience is between 55-64 and rest 2% is above 65.
When it comes to gender bifurcation, we see a pleasant anomaly on Quora as compared to other platforms. 54% users on the platform are male and 46% female. If we look at usage stats, it is similar to what the general digital environment looks like; desktop usage is lower at 15% while mobile usage is at 85%.
In terms of time spent on Quora, data shows, 40+ minutes are spent daily on App. App users comprises core users where they are deeply embedded into engagement loop on the platform, as a result they spend a fair amount of time on there. If we look at the average time spent on the mobile, which excludes app usage that is 15+ minutes. According to Das, “The reason for the high amount of time is link to the high intent nature of the audience. Users are coming to Quora with a specific task in mind.”
If we look at unduplicated India reach in terms of platforms most brands are advertising today, 68% of Quora’s audience is not on LinkedIn, and 90% is not on Reddit. 82% each is not on Twitter and Pinterest, and 34% is not present on Facebook.
Das further explained how brands can leverage the audience of Quota. He said, “Text and image ads on Quota do not require profile similar to other platforms. Another way is promoted answers, which is unique and native to Quora. It helps brands to boot their content visibility through leadership and knowledge sharing approach to become the authority on subject. The last ways is by having a business profile as well as promoted answers.”
Das added that brands should join the conversation on Quora, by sharing their knowledge, engage with high intent audience and establish as a thought leader to enhance trust and reputation.
Adding to Das, Tyagi explained that there are four ways for brands to target a audience in Quora.
“One is context targeting, which show ads relevant to specific topics, keywords or questions. It’s a way of real time targeting. The next is audience targeting. It show ads to audience that match web traffic, lookalikes or contact lists. This type of targeting depends on audience’s engagement with the brand in the past. Behavioural targeting shows ads to uses based on interest or retarget them based on their history of past 30 days. And the last is broad targeting, which shows ads widely across Quora to maximise potential impression used for traffic generation and awareness campaign”, informed Tyagi
She added that there is a secondary option, like gender, location, device and browser targeting are available to layer the primary targeting option.
There are also options available to exclude certain parameter like keywords, questions locations, audience, placement from specific ads, etc.
Moderation is taken very seriously on platform. Talking about brand safety and advertiser control, Tyagi said that Quora has BNBR (Be nice, Be respectful) policy as core norm. “People treat other people on the site with civility, respect and consideration. Users can flag low quality content”, she said
She concluded the session by explaining how brands can select the bidding methods on Quora. She said, “We recommend brands to start with ‘Cost per click’ method, which optimize the ads delivery for traffic to the brand’s website or landing page. When audience has grasp over the topic, we advice them to switch over to ‘Cost per thousand impressions' option. It optimizes their ad delivery to show the ad to as many people as possible. There is also 'Cost per action' method to optimize the ad delivery for conversions.”

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