Swiggy – Digital Marketing Strategy of a Food Delivery App

Swiggy – Digital Marketing Strategy

As a part of their course assignments, IIDE students do a case study of the marketing strategies of various brands. Devesh Shah chose to analyse Swiggy Digital Marketing Strategy. You can have a look at the presentation below as well as the textual summary to get some visual insights into their e-marketing strategy.

About Swiggy

Swiggy is an online food ordering platform. It connects people with restaurants. People can use Swiggy app or website to look for eateries around their area and order food from them. Swiggy has a team of delivery executives who pick up the order from the restaurants and deliver it to the address provided by the customer.

Started in 2014 by Nandan Reddy, Sriharsha Majety, and Rahul Jaimini, it secured $2 million funding from Accel Partners and SAIF Partners within 8 months of its launch. Using this, it expanded exponentially, and it now has over 40,000 restaurant partners spread over more than 44 cities in the country.

Target Audience

Swiggy’s main target audience is the 18-35 demographic, which has easy access to a smartphone, is fluent with using apps to get services and looks towards online platforms to fulfil their daily necessities. This includes students who cannot cook on their own and working professionals who face hunger pangs during office hours. This also includes people who have migrated for white-collar jobs and do not have a place to cook their own meals and families who prefer to skip cooking on certain days and order their food.

Marketing Strategies

Search Engine Optimisation

Search Engine Optimization helps improve your website rankings on the search engine results pages (SERP’s). For a brand to rank organically high, it is important to have a good SEO strategy.

Swiggy has really worked hard on its Search Engine Optimisation.

As you can see from the SEO audit report from Woorank, the home page of Swiggy website has an appropriate meta title which includes their main keywords like ‘food’, ‘online’, ‘food delivery’, ‘order’, and restaurants near you’.

They have a good meta description that includes the names of the popular cities that they operate in as well as their most popular restaurant partners.

They use one H1 tag on the home page, which enables the search engines to know about the main topic of the page.

Their backlink score is good too, with a great mix of inbound and outbound links. Also, they have no broken links on their website.

They also redirect their traffic from non-preferred domains to their preferred domain.

They have an up-to-date sitemap, which helps the search engines to figure out the layout of the site.

Considering all these points, we can see that Swiggy has made a lot of efforts to ensure that their webpages are search engine friendly. When the search engines are hungry (pun intended) for information about the domain, they are sure to get their fill.

As you can see from the SEO audit report from Woorank, the home page of Swiggy website has an appropriate meta title which includes their main keywords like ‘food’, ‘online’, ‘food delivery’, ‘order’, and restaurants near you’.

They have a good meta description that includes the names of the popular cities that they operate in as well as their most popular restaurant partners.

They use one H1 tag on the home page, which enables the search engines to know about the main topic of the page.

Their backlink score is good too, with a great mix of inbound and outbound links. Also, they have no broken links on their website.

They also redirect their traffic from non-preferred domains to their preferred domain.

They have an up-to-date sitemap, which helps the search engines to figure out the layout of the site.

Considering all these points, we can see that Swiggy has made a lot of efforts to ensure that their webpages are search engine friendly. When the search engines are hungry (pun intended) for information about the domain, they are sure to get their fill.

Social Media Marketing

As of July 2019, Swiggy has 139k followers on Instagram, 80k followers on Facebook and 79.8k followers on Twitter. How has it managed to gain such a massive following? Let’s dissect it

What sets Swiggy apart from its competitors is their remarkable social media campaign strategies. In the past, it has come up with brilliant campaigns like #eatyourveggies, #earnyourcheatmeal & #superswiggy, where they convey the notion of healthy eating in a humorous way by using puns and witty one-liners.

When they are not running campaigns, they use enticing food images on Instagram. Their purpose is to make people crave good food. If people want delicious food, they will look at Swiggy to deliver it to them.

They also make creative use of the Instagram grid to make it more appealing.

All such things keep people hooked up to the page, increases user engagement, and reduces the unfollow rate.

Swiggy also produces short videos and publishes them on youtube. These videos are less than 30 seconds. Their content revolves around moments in which Swiggy can be most helpful to its users.

Email Marketing

Swiggy has a very good email marketing strategy in place. It sends users a lot of coupon codes that give discounts. The subject lines are very clickbaity. The visuals in the emails are also very enticing.

They also make use of current affairs and events to send humorous emails.

Such emails ensure that a high number of people open their emails. These emails give various reasons to customers to order from Swiggy. This is how successful email strategies must be thought of.

Paid Advertising

Swiggy runs Google text ads and Display Ads to target people looking for food.

They also run facebook ads to target users.

These ads appear before their target audience and give them another way to lead people onto their website or app.

After analysing all this, here are a few suggestions from Devesh Shah, a student at IIDE:

The Good

Swiggy has been creating a lot of witty posts that increase engagement on social media. Their email marketing takes current affairs into consideration and emails that go out are humorous, witty and visually appealing. Their youtube videos try to give more reasons to people to order from Swiggy. All this, combined with their paid advertising on  Google and Facebook ensure that they get new users and they keep getting repeat customers as well.

The Bad

One thing that could improve on is that they could post different creatives on Facebook and Twitter. Posting the same creatives on different platforms may not work so well. Each platform is independent and targets different people. Hence, it is always advisable to have separate strategies and creatives for them.

Conclusion

Swiggy Digital Marketing strategy will need to keep evolving as the digital landscape undergoes a change. As Swiggy looks towards expanding in newer markets, it will have to keep finding innovative ways to reach users in these cities. They are doing a wonderful job now, and if they keep transforming their online marketing according to the latest trends, they will keep getting good results from their efforts.

What do you think about Swiggy’s online marketing? How do you think they can improve it? Do let us know in the comments below.

If you want to know about other brands and how they have been approaching their Digital Marketing, you can have a look at them here.

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