Zomato Marketing Strategy: The Complete Guide

Safalta Expert Published by: Priya Bawa Updated Wed, 01 Feb 2023 03:29 PM IST

Zomato began as a little home project in 2008, when two techies, Deepinder Goyal and Pankaj Chaddah, were upset by the difficulty of finding restaurant menus online and decided to take matters into their own hands. Originally known as FoodieBay, this firm grew to become Delhi's largest online restaurant listing by the end of 2008.
Today, Zomato is much more than a restaurant listing. It is a restaurant directory, an online meal delivery platform, and a dine-out platform all rolled into one. Zomato is currently available in 24 countries, including Sri Lanka, Australia, only a few Middle Eastern nations, and many more.
The essential takeaway from Zomato's marketing approach, though, is not only how it develops distinctive and trendy content, but also how it spreads it. Content distribution is just as crucial as developing individualized and intriguing content, yet many businesses fail to see this.

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Zomato's content marketing approach includes not just developing new material, but also recycling it across several distribution platforms and refining it all to guarantee it is appropriate for each channel. Its content, which ranges from social networking sites and online marketing to SMS messages, speaks to the audience's wants and interests without being too forceful. 

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Table of Content:
1) Zomato Information
2) Lessons from Zomato's Marketing Strategy

Zomato Information:

Zomato set out to be the finest restaurant searching and discovery tool when it first began. It listed the names of numerous restaurants, as well as their menus, pricing, reviews, and other information. This provided extensive information from over 1.4 million restaurants in 23 nations. It has evolved into an online meal delivery platform throughout the years. People may now use their website or app to order meals from eateries around them. Zomato employs delivery professionals who pick up the order from the restaurant and bring it to the customer's address. Now that we're talking about Zomato, let's take a look at their marketing plan.

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Lessons from Zomato's Marketing Strategy:
Notifications for all moods:
Apps nowadays employ notifications and relevant messages to draw attention, however, if the message is overaggressive, customers are likely to disregard it or even block it. Zomato makes certain that even its alerts are entertaining and worth the customer's time. Its mischievous humor was also recognized by celebrity Hritik Roshan, who posted the screenshot below. It not only adds fun, but it also conveys the idea in a subtle yet intriguing manner.
Zomato's Target Market: Zomato does extensive marketing research. Zomato's target demographic is between the ages of 18 and 35. The age group is significant since they own smartphones. People in those age groups eat out with coworkers and friends. They search for the best eateries near their homes. As a result, Zomato has become a go-to tool for discovering eateries. The target audience is their third parameter. They are predominantly college students and working professionals.
Zomato's Email Marketing Strategy:
Because we are all linked through our emails, email marketing strategy is a vital aspect of a company's marketing. Zomato understands how to make the best use of this powerful instrument. Many organizations make attempts to gain from email marketing techniques, but only a few can come up with as clever and interesting email marketing methods as Zomato. Zomato blends captivating one-liners for the subjects and a relevant call to action to sustain brand loyalty. Zomato centred one of its latest email marketing initiatives around Mirzapur season 2, among the most popular Amazon Prime Video shows, in order to capitalize on the series' popularity. "Munna Bhaiya asked you to a weekend," Zomato once said. "Enjoy a Saturday to guddu to be true," Zomato said at the outset of another weekend. Furthermore, Zomato employed their email campaign method to produce a CV for the all-time favourite biryani on another occasion. In this case, the firm often utilized food-related terms like "curriculum Vitae of Biryani" and substituted "hire now" with "order now" to create enticing email templates that promised a rousing success.
Social media memes that are relatable:
Zomato is a household brand on social media, not just for its services, but also for the fantastic material it develops to connect with its vast client base. The brand not just shares memes about external themes, but it may also poke fun at itself. Consider its Twitter profile, which is full of amusing stuff that ultimately emphasizes on the brand's services. Zomato recognizes that food cravings are genuine. As a result, it produces content that is humorous while also prompting the viewers to get meals from them.
It makes statistics entertaining:
It is a given that the businesses you engage with capture your data, but Zomato has a completely different approach to demonstrating its exceptional analytical capabilities to clients. Consider the newest Zomato badges, which appear not just on the app but also in tailored email marketing and social media postings. It's a fun method to engage people with the company.
Visual Marketing: Zomato's graphic advertising is as enticing as the company's other marketing tactics. Since its inception, the company has produced some of the finest graphic advertisements. Zomato constantly comes up with great ideas to score highly, whether it's through video ads or billboards.
  In 2008, two techies, Deepinder Goyal and Pankaj Chaddah were frustrated by the difficulties of locating restaurant meals online and chose to take matters into their own hands. This company, formerly known as FoodieBay, developed to become Delhi's largest internet restaurant listing by the end of 2008.
Zomato is becoming much more than just a restaurant directory. It combines a restaurant database, an online food delivery platform, and a dine-out platform. Zomato is presently available in 24 countries, including Sri Lanka, Australia, and a few Middle Eastern countries, among others.

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What is the marketing plan of Zomato?

Search advertisements, third-party ads, in-app ads, SEO plan, social media marketing, and sometimes even billboard or paper advertising are all part of zomato's marketing plan. Zomato's strategy is to reach a larger audience over numerous channels by generating content that is audience-focused and optimised for each channel.

Who is Zomato's target market?

Zomato allows clients to get their favourite foods delivered to their home or office, as well as offering exceptional savings and specials on dining out. As a result, the brand is aimed towards those aged 18 to 35. This demographic consists of students around the world who frequently order in and eat out.

What is Zomato's marketing spend?

And when we scour the web for eateries and click up their website, or share food links with our friends, we boost their SEO as well. Ads: In FY19, Zomato spent Rs. 1.2K crore on advertising.

Is Zomato a social networking site?

Zomato's social networking strategy is centred on promoting the company's brand or product on social media channels. Zomato also makes use of social media to deliver customer service and communicate with consumers. Zomato collaborates with social influencers to advertise their business on social media.

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