A Case Study on Zomato’s Digital Marketing Strategy
Some brands have grown exponentially since their inception. Zomato is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think that Zomato’s Digital Marketing Strategy played a major part in all this. This article analyses a few e-marketing strategies used by the company to give you an insight into what they have been doing.
When Zomato launched, it aimed to be the best restaurant search and discovery platform. It had the names of various restaurants, their menu, their prices, reviews and other details. It provided in-depth information of over 1.4 million restaurants across 23 countries.
Over the years, it has converted itself into an online food delivery platform. People can now order food from the restaurants near them using their app or website. Zomato has delivery executives who pick up the order from the eatery and deliver it to the address provided by the customer.
Zomato’s target audience includes people between 18 to 35 years of age who have access to smartphones and are comfortable in using apps. It targets two kinds of customers: The first group includes people who want to order their food home and the second group includes people who prefer to dine out. IN Lot of cases, these groups overlap. It offers food delivery to those who need it delivered as well as gives incentives to people to dine out through its Zomato Gold program.
Working professionals who need food in their offices, students who need food in their hostels, people who do not have time or space to cook for themselves, and people who occasionally like to eat outside food- all form a part of Zomato’s target audience.
Search Engine Optimisation
Zomato has a has put in a lot of efforts in SEO.
How has it managed to do so well?
It is very difficult to get to know the Search Engine Optimisation techniques used by Zomato because they have blocked all the SEO tools from scanning their sites. However, we have tried to find out some of their techniques and list them here.
Keywords in URL
Zomato takes the top keywords in their niche and creates webpage URLs of them. This tells the search engine that their pages are relevant to the search query of the user. This is a very good strategy to ensure that your website ranks.
Zomato gets backlinks from 12,274,172 unique domains. It also gets 233 backlinks from high authority domains like .gov and .edu domains. All this increases the Domain Authority of Zomato’s domain and helps it rank higher.
Keywords on the web pages
Keywords that include food names, restaurant names, and phrases like “order food online in Mumbai” tell the search engines that these pages have the content related to these search queries.
Social Media Marketing
Zomato is active on Instagram, Facebook and Twitter. As of July 2019, it has 154k followers on Instagram, 1,899,405 followers and 1.42 Million followers on Twitter. Let’s analyse how their posts are:
Zomato engages with the audience by posting on trendy topics. The brand understands the audience’s nature. Hence, it promotes content which makes users share it, comment on it and view it again and again. It utilises trendy topics and posts simple images in order to interact with viewers online.
One of the most noteworthy events in the field of sports is the Olympics. During the 2016 Olympics, Zomato posted something like this.
Another trendy topic of the time was the game “Pokemon Go!” Zomato capitalized on that as well.
Zomato gave a twist to the topic of Panama Papers.
Posting on the trendy topics built connectivity with the audience. Probably, users don’t wish to think much when they are on social media. As a matter of fact, users are there on social media to enjoy and see funny content. And, when such content appears on their news feed, expect your content to be shared. For sure!
Many in the United States and people across the world know about the border issue between the United States and Mexico. Newly elected President Donald Trump had promised that he would ensure that Mexico would build the wall between the two nations and pay for it.
Zomato had some different plans in mind. Current topics were related to food. “Taco lovers” would have surely reacted to this post in large numbers. Such posts leave an impression on the social media audience.
Zomato has been a master of utilizing this form of engagement. There are tons of examples to showcase how comparisons have been carried out by Zomato.
Here you go:
These two sets of people who eat.
Those who eat a lot and still never get fat vs others who eat less and still can’t seem to stay in shape.
Girls tend to check the name of the dish and decide what to eat, while guys usually look at the price of each dish before selecting it.
Yet another splendid image which showcases how people eat.
Yet, the best one is here,
There are two ways people eat Pizza.
They are –
You can relate to such images just by looking at it. You will like, share, comment, recommend to others. That’s what Zomato wants, engagement with you, interaction with you, a real-life user.
Connectivity with the audience
‘How I ate your butter’.
Sounds wrong, right?
Does it remind you of something else?
It has to. How I met your mother.
There is more. Check this.
Isn’t it similar to Game of Thrones?
How can Indians forget this? Demonetization
Users can relate to many things. Right from lifestyle or incidents in the life of actors-actresses to social media content; users love such content to which they can relate to.
Wait. There is more to it.
You wouldn’t miss out this.
It is related to your food habits. Zomato uses info-graphics in a way which audience can relate too. 96% of the youngsters would relate to this image with ease.
Ultimately, how can we miss out on Sarcasm?
Isn’t Facebook fully loaded with such content?
Check out how Zomato posts sarcastic content
And beyond that
While, we are sure; you wouldn’t like to miss these ones.
Zomato runs Search Ad Campaign using Google Adwords. It targets keywords related to food, ordering online, names of restaurants and much more. It targets users whose intent is to get some food delivered to them.
It also runs Google Display ads to target users on third party websites and apps.
Along with this, it runs promotions on Facebook and Instagram to target users on these platforms.
What do you think about Zomato’s online marketing? How do you think they can improve it? Do let us know in the comments below.