Zomato's Digital Dominance: Game-Changing Marketing Strategies!
Zomato aspired to establish itself as the premier restaurant search and discovery platform, offering diverse eateries, including names, menus, prices, reviews, and more. With an extensive database encompassing over 1.4 million restaurants across 23 countries, Zomato initially focused on providing in-depth information to users.
Evolving over time, Zomato has transitioned into a leading online food delivery platform. Through their user-friendly app and website, individuals can conveniently order food from nearby restaurants. Zomato’s dedicated delivery personnel efficiently retrieve orders from the chosen eatery and promptly deliver them to the specified customer address.
What's the buzz about Zomato?
- In 2022, Zomato strategically acquired Blinkit, a quick commerce app, signaling its entry into the competitive quick commerce space dominated by Swiggy Instamart & Zepto.
- At the onset of 2023, the food delivery giant reintroduced its “Gold Loyalty Programme,” enhancing customer benefits and loyalty incentives.
- Zomato has initiated trials for an additional Platform Fee of INR 2 exclusively for Zomato Gold members, showcasing its commitment to refining service offerings and maintaining a premium experience.
- In a unique collaboration, Crocs and Zomato joined forces to stylishly celebrate the Monsoon Season. Dive into the details of this innovative campaign below
Digital Marketing Strategies
1. Search Engine Optimization
As per Semrush 2024, it ranks for India for 1.6M keywords! It gets a whooping 30 Million+ organic traffic a month. The stats are 8.9% higher than December 2023, which is somewhere around 2.5 times higher than its competitor Swiggy.
It is difficult to know the SEO techniques adapted by Zomato since they have blocked the tools from scanning their website. Although, there are some details that can be obtained from their website, like the organic keywords they have used
If you look at the above data, their backlinks are as powerful as their keywords too. With 13 Million+ backlinks , it has over 234 high authority domains like .gov and .edu which obviously increases the Domain Authority of Zomato resulting to a higher rank.
2. Social Media Marketing
Zomato is famous for creatively expressing itself on Social Media platforms. As of January 2024, its Instagram page has 901K followers, Facebook has 1.9M followers and Twitter X has 1.5M followers but the interesting part is that the followers are more obsessed with the creativity and emotional connection Zomato brings in than just trying to market the products.
Not to forget that Zomato is always up to date on the trends that’s happening in and around. One of the best examples is the 2016 Pokemon Go trend
It’s not everyday we see viewers sharing a promotional Ad, and Zomato nailed it in this one
3. Advertising Campaigns
Be it festivals, be it events, Zomato always got something up its sleeve. Catching up emotion is its speciality. Below are some of the eye-catching campaigns:
- Zomato VS Zomato Campaign
2. Raksha Bandhan Campaign
Failed digital marketing Campaigns
Although not all campaigns can be successfull, but its also hard to find a failed campaign Zomato has launched. But to be on a fair side, And show up at least one result for this case study, the below camping can be considered as a “Comparitively low performed Campaign”.
Conclusion
Clearly Zomato is no longer considered as a brand, rather an emotion to people. It’s amazing Marketing/Digital Marketing strategies bas set up a strong base among people. We can actually see a ton of such amazing concepts and emotions even today. Do visit their official website and check out the amazing offers they have for us.
Also, if your business needs a similar strategy to be seen and heard everywhere, connect with us today and you can be where-ever you wish to be.
Thats all folks, keep yourself updated with more of such amazing contents with Anok 🙂
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