Digital Marketing Strategy of Zomato: Case Study

Have you ever wondered about the secret recipe to Zomato’s success? How are they delivering deliciousness at your doorstep?

Whether it is riding on the latest social media trends or being the trailblazer by launching some ‘never-seen-before’ and personalized marketing strategies, Zomato has always struck the right chord with its target audience.

The company’s flawless digital marketing strategy is one of the primary reasons for its meteoric rise among the masses.

To take a page out of Zomato’s book, we will learn more about Zomato, the customer segment and marketing strategies.

Table of Content:

  1. The Idea behind Zomato
  2. The Customer Segment
  3. The secret recipe behind Zomato’s success
  4. The Bottom Line

The Idea behind Zomato

Remember when you would need to call different restaurants to place orders and then call back for corrections, directions, and reservations?

Then came applications like Zomato, which completely reversed the situation and made it extremely simple for your food to reach you.

Who would have guessed that a simple re-branding of the food directory website ‘Foodiebay’ would lead to the creation of India’s first food tech unicorn?

Started by IIT Graduates, Deepinder Goyal and Pankaj Chaddah, the food tech unicorn, Zomato began its operations in Delhi NCR in 2010.

Food was turned into a business by the company. Indeed, a profitable one, as it brings food to people’s doorsteps, alleviates ‘where to dine’ concerns, and provides excellent discounts and live tracking features.

Zomato was launched with the aim to be the best restaurant search and discovery platform. The platform lists the names of various restaurants, as well as their menus, prices, reviews, and other relevant information needed. The way of interacting with the audience as well as the subscription programs (like Zomato Gold) it offers is what makes Zomato unique and strong in front of its competitors.

The Customer Segment

Customers and restaurants are both essential stakeholders for Zomato. Customers who search for different restaurants in their areas will be able to find different restaurants and a menu of numerous restaurants based on their budget, location, and desired tastes.

Zomato’s target audience consists of people aged 18 to 35 who own smartphones and are comfortable using apps. It caters mainly to two types of customers: those who prefer to order their food at home and those who tend to dine out.

Working adults who need food in their workplaces, students who need food in their accommodation, people who don’t have time or space to cook for themselves, and people who like to eat out on occasion – all of these people and more tend to form Zomato’s core demographic.

Digital Marketing Strategy: The Secret Recipe To Zomato’s Success

Well! It’s time to reveal the secret!

Efficient digital marketing is the secret recipe to Zomato’s success.

The extraordinary success of Zomato is the result of Digital Marketing strategies that led to its popularity and made it a household name.

Zomato has consistently invested in digital marketing campaigns, and the results are clear!

Some of the digital marketing strategies are listed below:

1. Visual Media to boost marketing

Zomato has pioneered the use of both digital and traditional strategies. It uses punch lines and catchy phrases in visual or billboard advertisements to engage with consumers and persuade them to order food through its platform.

For example:

Visual Marketing of Zomato

Furthermore, the visual marketing strategy provides the unicorn with a much-needed boost in approaching their ‘not-so-tech-savvy’ target audience and getting the most out of their on-demand delivery application.

2. Paid Marketing Strategy

Despite being a momentary marketing strategy, paid advertising is essential for maintaining platform engagement. Furthermore, it significantly increases organic traffic to the mobile app or website and enhances search results.

Zomato focuses solely on running Google ads to target particular customers. These ads appear alongside organic search results, allowing the food tech giant to discover a diverse set of keywords to work on.

3. Search Ads

It is a search advertising method that enables online advertisements to be positioned on a website, and these ads showcase results from search engine queries. Zomato uses this digital marketing strategy to boost its online presence even more.

For example:

Google Search Ads of Zomato

4. Display Ads

Zomato employs this method of graphic advertising because it allows it to promote itself in a variety of formats such as images, audio, video, and so on.

For example:

Display Ad of Zomato

5. SMS and Email Marketing Strategy

Zomato employs one of the most persuasive and witty email marketing strategies. Great subject lines and call-to-action strategies are critical in maintaining brand loyalty for the online food delivery platform.

Along with email, Zomato has established “gold standards” in SMS marketing. It displays engaging content based on the customers’ purchasing habits. This technique also aids in enhancing the retention rate of the food tech platform.

6. Social Media Strategy

As previously stated, the majority of Zomato’s target audience is between the ages of 18 and 35. As a result, the food tech behemoth keeps its social media marketing campaigns up to date. The platform makes an extra effort to stay connected with its audience by posting engaging content on social media.

Memes are very popular on social media, and Zomato, realizing their significance, has mastered the art of meme marketing. The food tech giant generates a lot of organic traffic with this content marketing strategy, which helps it increase its overall revenue.

For example:

Social Media Marketing Strategy of Zomato

We’ve all seen Zomato’s hilarious take on various situations. Whether it is an ongoing situation or a situation that its customers face on a daily basis, Zomato posts amusing content that spreads like wildfire, creating a powerful ripple effect.

Social Media Marketing of Zoamto

7. SEO Strategies

Here are some of the SEO strategies employed by Zomato:

Internal Linking

The most common SEO strategy is to associate specific URLs with specific keywords. Although it appears simple, if done correctly, it reaps substantial benefits, as demonstrated by Zomato.

Targeted Keywords

Zomato’s marketing strategy includes over 900,000 keywords that are optimized for SEO. Targeting these many keywords organically gives Zomato a significant advantage in SEO.

The Bottom Line

Zomato has been assisting users in discovering new tastes and experiences across countries for over a decade. They enable users to make informed decisions by compiling meticulous information for them.

You can learn a lot from Zomato’s digital marketing strategies. The company has mastered the art of staying relevant and being customer-focused.

Zomato believes in giving ‘something extra’ to its customers. So, in addition to providing satisfactory food delivery services, they constantly brainstorm ways to improve the customers’ overall app experience.