Zomato is an online food delivery service that allows users to choose from a list of places and see photos of the restaurant’s exterior as well as its seating area, making it easier to decide where to eat. It also has map integration so orders can be tracked step by step. In addition to be Indian #1 food app and having served over 140 million dishes to date, Zomato has also garnered a massive following of loyal app users who use it nearly thrice as much as they use Google Maps while engaging with the app many times more. These features create a better customer experience and drive repeat purchases, but how does Zomato market their product and keep up with competitors?
Zomato Digital Marketing Strategy
Zomato is a food delivery app that has been successful in India thanks to its digital marketing strategy. The company started out by placing ads on websites and search engines that were popular in India. They also invested in SEO to make sure their website would come up first when people searched for “food delivery.” In addition, they created social media accounts on all the major platforms and began posting engaging content. This strategy has paid off, as Zomato now has millions of users in India.
Lets discuss some of the points in detail:
- The wide range of customers: Zomato has a very wide range of customers. The website gets more than 60 million hits every single day which just goes on to show how popular it is. This popularity can be attributed to the fact that Zomato provides its users with a lot of options. Whether it is the restaurants that are available in a particular city or the dishes that are available, everything is just a click away
- Discount and deals: Zomato’s digital marketing strategy focuses on discounts and deals. By offering discounts, Zomato is able to attract new customers and keep existing ones coming back. By featuring deals prominently on its website and mobile app, Zomato makes it easy for customers to find savings on their next meal. And with Zomato Gold, customers can enjoy even more savings at participating restaurants.
- Goals-Based Marketing Approach: Zomato has been following a very systematic and well-organized marketing strategy since its inception which is one of the primary reasons for its success. It has always been very focused on its goals and has never strayed away from its initial mission. This single-mindedness has helped it to grow exponentially over the years
- Easy to use platform: Zomato is an online platform that makes it easy to find and order food from restaurants in your area. All you need to do is enter your location and Zomato will show you a list of nearby restaurants. You can then browse through the menu of each restaurant and order the dishes you want. Zomato also offers discounts and deals from time to time, so you can save even more on your meals.
- Tracking tools: Zomato is a food-delivery app that has built-in tracking tools. This means that you can see exactly where your food is at any point in the delivery process. You can also get real-time updates on the status of your order. This is useful if you’re trying to plan your meal around when the food will arrive. The tracking tools also help to ensure that your food is delivered on time and that it’s fresh and hot when it arrives.
- Massive reach: Zomato is available in more than 10,000 cities around the world, which gives it a massive reach. This allows the company to target a wide range of customers, from those who are looking for a quick bite to eat to those who are planning a night out on the town. It also has a feature that allows you to pay online, making it even more convenient.
Five of Zomato’s Best Digital Marketing Initiatives
- Free delivery or On time: Customers loved Zomato’s “on-time or free” promotion since it was such an effective marketing strategy. The deal was straightforward: you would receive a refund if your food wasn’t delivered on time. This reinforced Zomato’s reputation as a very dependable and trustworthy business—exactly the impression they wanted to project. They acquired many new clients thanks to the campaign’s great success.
- Zomato Premier League: A successful Zomato digital marketing tactic that other firms might adopt is the Zomato Premier League. Throughout the cricket season, Zomato produced a number of advertisements that highlighted the game and encouraged viewers to purchase meals for the occasion. Additionally, they aired a number of advertisements to promote the sport, emphasizing how everyone can enjoy cricket. Zomato was able to reduce its advertising costs while still increasing user engagement by airing these commercials.
- Mother day: Zomato ran a Mother’s Day campaign that was very successful. The campaign was centered around the idea of mothers being the unsung heroes of the family. Children were urged to use the Zomato app to order their moms’ favourite foods as part of this promotion. In addition to aiding in app promotion, this strengthened the bond between Zomato and its users on an emotional level. The campaign served as a fantastic illustration of how successful internet marketing can be.
- Gold Membership Plan: Zomato Gold is a membership program that gives users access to exclusive deals and discounts at restaurants. It’s one of the best marketing campaigns because it gets people talking about the brand and encourages them to try new things. There are always new deals popping up, so there’s always something to look forward to. Plus, who doesn’t love a good discount?
- #RidetoFame campaign: The #RideToFame campaign from Zomato was a digital marketing initiative that encouraged its driver partners to get inventive and showcase their skills in brief videos. TikTok played a crucial role in the campaign’s success. Videos showing drivers singing, dancing, and even cooking were included in some of the shared content. Zomato was able to engage with its drivers thanks to the campaign, which also served to boost their brand’s perception.