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ZOMATO MARKETING STRATEGY 2024 – A CASE STUDY

Zomato holds a significant market share in India and is one of the biggest  food delivery and restaurant aggregators in the country. However, how did Zomato get to where it is now? It's all a result of Zomato's marketing approach.

Pankaj Chaddah and Deepinder Goyal founded Zomato in 2008 as Foodiebay. Zomato was a restaurant search engine where users could browse menus and leave ratings and suggestions for any specific restaurant. Before, in order to receive a meal, one had to wait hours in line.

Zomato was founded in 2010 by Deepinder Goyal and Pankaj Chaddah as a solution to this issue. 

People can now order food from neighboring restaurants via their website or app. Zomato delivery workers come to the restaurant, take the customer's order, and deliver it to the designated destination. 

Let's examine Zomato's marketing strategy:

  • Target Audience🎯

Zomato's target demographic falls inside the 18–35 age range. Zomato plans their marketing approach with two target audiences in mind:

1. Those who wish to place online food orders:

These folks are either students or working professionals who don't want to go outside to eat. They constantly search for a discount or promotion on different food delivery services. After comparing each company's prices, they place an order for food.

2. Those who desire to eat at a restaurant:   

Most of these individuals are families or couples. They wish to reserve a table for themselves in a reputable establishment. These individuals need delicious meals along with a pleasant dining experience. 

  • Search Engine Optimization (SEO)🔍

Zomato employs a clever approach to search engine optimization. There is 99.51% organic traffic on the website. More people believe in organic results than in sponsored ones. This reduces the company's advertising expenses while simultaneously enhancing trustworthiness with clients. Zomato uses SEO as a low-cost, high-return marketing tactic.

Every month, Zomato receives 20 million visits on average. Zomato has a strong marketing cstrategy in place to get this much free traffic from search engines. This marketing technique can be used by any local business to attract clients online for free.

  • Influencer Marketing Strategy

By reaching out to micro-influencers and promoting its content in local languages, Zomato has helped to develop the idea of "hyper-local marketing". By connecting with more people through influencers, has helped Zomato in enhancing their trustworthiness.

Zomato understands the potential of influencer marketing and has devoted a significant amount of resources to it in its advertising approach. Zomato uses its reputation to expand its user base and isn't hesitant to go above and beyond, regardless of the size of the influencer—macro or micro. 

  • Email Marketing and Notifications 📩

Zomato surely knows how to maximize the potential of the email marketing instrument. Its email marketing is one of the most creative and successful strategies. Zomato uses attention-grabbing headlines and call to action to retain brand loyalty.

An email marketing campaign featuring the theme of the popular series Mirzapur, season 2, was conducted on Amazon Prime Video. Zomato featured subject lines that mentioned characters from Mirzapur.

Users receive customized emails and notifications from Zomato. Meanwhile, the application on the phone monitors user activity and sends alerts based on that. 

  • Digital Marketing Strategy

Zomato is active on Facebook, Instagram, and Twitter. As of May 2024, it has 1.5 million Twitter followers and 965k Instagram followers. Zomato engages its readership by publishing content on trending topics. The audience's characteristics are known to the brand. It publishes simple visuals and uses trending subjects to draw in web visitors.

Zomato promoted its brand on Twitter during the 2016 Olympics. The company advertised using coffee-made rings and said they would win the gold medal if drinking coffee were an athletic event.

The video game "Pokemon Go" was another popular topic. Zomato promoted their business on Twitter by utilizing the well-known Pikachu.

As new trends arise, Zomato's digital marketing strategy is modified to grab everyone’s attention.

What Makes Zomato's Marketing Strategy Unique?


Zomato immediately springs to mind when we consider placing an online meal order. They have over ten years of experience in the meal delivery industry.

1. Consider Creative Solutions💡
Zomato's marketing staff never fails to think creatively. They have no problem introducing novel tactics to the market. Zomato became successful as it was their creativity that helped them reach a wider audience and stay relevant in today’s time.

2. Advantage of First Mover

The two biggest food delivery services in India are Zomato and Swiggy. Zomato was founded in 2008 while Swiggy was launched in 2014. Hence, Zomato has benefited from being the first to market. Many people consider Swiggy to be an alien and Zomato to be an Indian company. The success of Zomato was greatly aided by this first mover advantage.

3. Adjust to the Recent Trends and Shifts📈

Zepto entered the market with a 10-minute delivery service in April 2021. After implementing this modification, Zomato began providing 10-minute delivery services in select cities.

Conclusion

As we come to the close of our examination of Zomato's outstanding digital marketing strategies, it is evident that success in the field of digital marketing depends on staying up-to-date with the current emerging trends.

These marketing strategies that Zomato employs might also serve as sources of inspiration. Zomato is a big business, but they also have a creative side. For more than ten years, Zomato has helped people find new experiences and tastes throughout the globe. They provide users with the ability to make well-informed judgments by gathering detailed information.

Zomato's approaches to marketing strategies offer a wealth of insights. The business is an expert at being customer-focused and relevant.

Zomato is committed to providing its clients with "something extra." Thus, in addition to offering good meal delivery services, they are always thinking of methods to enhance the overall app experience for their clients.

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