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Zomato the world’s leading restaurant search site. They a have achieved tremendous growth in a short span of time. Lets learn the Marketing Strategy of Zomato.
Zomato is a restaurant search & discovery service founded in 2008 by Deepinder Goyal and Pankaj Bhardwaj. It has about 28 million monthly visitors and lists more than 1.4 million restaurants worldwide. It helps people find great places to eat in their city, read reviews by other diners, invite friends and share what they think with the world. Zomato also provides cashless payment, online order and table reservation services in over 23 countries including India, UAE, Qatar, Kuwait ,Oman and South Africa through its website and mobile app available on Android & iOS platforms. Learn Marketing Strategies of Zomato in this blog.
Marketing Strategy Of Zomato
- What are the benefits of zomato's marketing strategy
- How does zomato use their marketing strategy to increase sales
- How does Zomato use its website to promote restaurants
- Digital Marketing Channels Used By Zomato.
- Marketing Strategy for Zomato marketing
1. What are the benefits of zomato's marketing strategy
Zomato is the largest restaurant guide in India. It searches for restaurants by area, or by cuisine to enable users to find their next meal through zomato. Additionally zomato offer zomalist subscription service to its customers which includes online ordering and table management features. zomato launched zomaide in 2014, an iPad-based point of sale system which also offers cashless payments features zomato’s marketing strategy can be seen as one of the biggest reasons behind such success story.
Zomato recently acquired hyperlocal start-up urbanspoon that enabled zomato expand its business into international market It also bought uspolo, an online ordering platform for restaurants just before acquiring Urbanspoon which helped zomato decrease customers’ dependency on food aggregators like JUST EAT, TABLOFOOD etc. just to increase zomato’s digital marketing efforts where zomato offers free deliveries to its customers on their first purchase.
The digital marketing strategies adopted by zomato helped it become the most popular food delivery app, especially in metropolitan cities like Delhi, Mumbai and Bangalore.
Moreover, zomato is constantly working towards strengthening its online ordering arm by acquiring new companies like uspolo and zomalist plus zomato has evolved new features like cashless payments through wallets like Paytm which help zomato strengthen its foothold in digital field zomato will definitely make the most of these opportunities and expand its market share further.
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2. How does zomato use their marketing strategy to increase sales
zomato is an online restaurant portal. zomato business model is based on advertisement revenue. zomato follows a mix of digital marketing techniques to increase sales. zomato brand strategy is based on three things, which are differentiated food offerings, customer experience and social media management. zomato differentiates itself by offering rare dishes that are not available anywhere else. zomato has localised their menu into ten languages, including chinese, japanese, french etc. zomato delivers foods to the customers at home or office through its food panda service. zomato provides gold membership for Rs 299 per year to its regular customers by giving them special offers and discounts over restaurants listed on zomato website.
Zomato marketing strategy is to target consumers who are actively looking for restaurant information online. In terms of marketing, Zomato has an aggressive marketing channel mix which includes Search Engine Marketing, Social Media marketing and Email marketing. Zomato uses a blend of marketing channels to reach out to their customers seamlessly across devices and media types.
Zomato have multiple marketing campaigns in play at any given moment in time. The marketing team’s goal is to draw people in through rich advertising on the web, social media, text messages and other campaign initiatives, then convert them into users when they’re searching for a restaurant or bar on Zomato . These users have clearly expressed an interest in what it is that we have to offer by engaging with marketing messages, and converting them into users means that it is more likely that they will make repeat visits to restaurants or bars listed on Zomato . This approach has been very successful for us.
Zomato marketing strategy includes marketing campaigns targeted at different consumer segments to leverage growth opportunities
Search Engine Marketing
Search engine marketing (SEM) is a form of Internet marketing where advertisers pay search engines, such as Google or Bing, to display their promotional message in the form of an ad in response to users’ relevant queries. The targeting options include keyword targeting, geographic targeting and device targeting
Keyword Targeting
It allows you to target specific terms people type into search engines while searching for information about your product/service. With good marketing and ad content, you can get your ad to show up when people search for keywords relevant to what you offer. This is the most common form of targeting used by advertisers and accounts for 90%+ of U.S. search marketing.
Geographic Targeting
It allows you to target users within a certain geographic radius around your business with marketing messages based on their location, IP address or physical address .
Device Targeting
With device-level marketing, marketers are able to deliver marketing messages that are personalized across different screens (PCs, tablets and mobile devices), operating systems (Mac vs Windows) and mobile technologies (iOS vs Android vs WP).
3. How does Zomato use its website to promote restaurants
Website Optimization is one of the most important strategies that Zomato uses marketing channels like Search Engine Marketing, Social Media marketing and email marketing . Both Google Analytics and SEMRush reports suggest that organic traffic has increased by 6 times (~3MM visits) between FY14 and FY15 whereas SEMrush data shows that paid search traffic has dropped by half (5000 visits) during the same time period. Though marketing initiatives like offering free credits for new users and marketing campaigns related to “top trending restaurants” have boosted the number of visits by 12X, most of them are one-time visitors who may or may not convert into paying customers .
For Zomato marketing strategy, website optimization is used for converting one-time visitors into long term users through persuasive content marketing which will be served through Search Engine Marketing (SEM) / Paid Search Services (PPC).
The marketing team at Zomato creates targeted marketing strategies with the help of data analytics which helps in achieving their marketing goals. Using online platforms like Google Analytics, SEMRush etc., the marketing department segments various marketing metrics on different customer profiles, e.g., marketing metrics for marketing campaigns targeted towards new users vs. marketing initiatives for top trending restaurants which allows the marketing team to design marketing strategies accordingly.
4. Digital Marketing Channels Used By Zomato
There are many marketing channels out there that can be used by marketing teams to get the word out about their product, brand or business. Take for example TV advertisements, radio commercials, print media marketing, online marketing and digital marketing. It is common knowledge that most marketing activities are diversifying nowadays into digital marketing
Digital Marketing (DM) and Online/Web Marketing which together make up Digital Marketing . One of India’s newest companies however, Zomato has managed to break away from competitors with an innovative marketing campaign across various social platforms on the internet
5. Marketing Strategy for Zomato marketing
Marketing Strategy for Zomato marketing is formulated by marketing research and target audience analysis which helps zomato marketing strategy to gain insights about customer demographics preferences based on which marketing strategies are built for zomato marketing.
Opening a new restaurant requires both capital and planning – even more so if you’re going into business with a partner or as a franchisee, that’s why it pays off to learn about the best practices in recruiting a business partner or a location through initial market research using SWOT analysis techniques. In addition studying how your companies marketing strategy will affect their branding, product positioning can help you make better, synergistic choices from the start. Developing marketing strategy help marketing team to understand the market situation and marketing environment of zomato marketing which can be used by marketing department of zomato marketing to build a powerful marketing strategies.
Brand/Product Positioning
Brand/Product Positioning is an essential part of your marketing strategy, as it helps you define the most significant elements that describe your brand and how it stacks up against competitors. Brand positioning also helps you identify gaps in competition and target markets for zomato marketing. During the developmental stages of product development, marketing research can provide insights into what products will be well-received through testing different features or designs with focus groups, surveys or other tools for zomato marketing.
Marketing mix
Marketing mix for Zomato marketing consist various components like product, marketing, promotion, price & distribution. Marketing mix of zomato marketing helps marketing team to understand marketing environment of zomato marketing which can be used by marketing department of zomato marketing to build a powerful marketing strategies for zomato marketing.
Marketing Mix is an organization’s planned combination of product, price, place and promotion. It is often abbreviated as 4P’s or four P’s. This model was proposed by E. Jerome McCarthy in the year 1960s which help companies formulate effective marketing strategy for their business brand or products based on customer requirements & market situation for zomato marketing .
The main objective behind developing marketing mix is finding out most profitable ways that enable marketers to produce goods and services that satisfy consumer requirements for zomato marketing. Zomato marketing mix helps marketing team to understand marketing environment of zomato marketing which can be used by marketing department of zomato marketing to build a powerful marketing strategies for zomato marketing
Price
Price is an important factor considered while launching new products but the success of your product depends on how you price it, competitive pricing helps companies gain market share & increase brand recognition. If price is too high or too low compared to competitors then customers are not willing to buy the product which affect company’s complete sale performance. Price can be set according to your budget and target customer base like if your potential customers belongs from higher income group then you might consider increasing price but if your targeted customers belongs from low or average income group then you might consider marketing a product with a low price for zomato marketing.
Promotion Mix
Promotion Mix is used to identify, create & deliver the best marketing message for your target market. Promotion mix consist of Product marketing, place marketing & advertising marketing which play most important role in creating effective marketing strategy for zomato marketing . Marketing research helps marketers understand their target customers and create most effective marketing message through promotions. Different types of promotion tools are – Public Relations, Personal Selling, Advertising, Direct Marketing etc which help zomato marketing team to promote business brand or products among customers so that it can be noticed by them and increase their brand recognition .
Promo activities
Various types of promo activities for zomato marketing are Personal selling, marketing research, advertising marketing among which marketing research can provide insights into what products will be well-received through testing different features or designs with focus groups, surveys etc.
What is zomato digital marketing strategy?
Zomato is a restaurant discovery and food ordering app with over 1 million active users. With its strong online presence, the company aims to provide a one-stop solution for all food-related needs.
Digital marketing is an important part of zomato’s marketing strategy. The company uses a variety of online channels to reach out to its target audience. These include social media, search engine marketing, and email marketing.
Digital marketing is an important part of zomato’s marketing strategy. By using a variety of online channels, zomato is able to reach out to its target audience and promote its services. This helps the company to connect with its customers and improve its products and services.
Social media
Social media is a key element of zomato’s marketing strategy. The company uses Facebook, Twitter, and Instagram to connect with its customers and promote its services. It also uses these platforms to gather feedback from customers and improve its products and services.
Search engine marketing
Search engine marketing is another important channel for zomato. The company uses keyword-based search engine advertising to reach out to potential customers. It also uses Google AdWords to target people who are looking for restaurants in their area.
Email marketing
Email marketing is another effective channel for zomato. The company sends regular emails to its subscribers to promote new features, discounts, and deals. It also uses email marketing to gather feedback from customers and improve its products and services.
What are the main digital marketing strategies?
Digital marketing strategies are essentially the different ways digital marketing can be implemented to meet your objectives.
There are many different digital marketing strategies available, and you will need to consider what is most appropriate for your business.
An effective online presence requires how well you choose your channels of communication, develop appealing content, measure success through analytics tools AND optimize your website/s for better search engine results.
Start by analyzing the way your customers interact with your brand’s products or services online. If they are already using social media networks heavily in their lives, then it might be necessary to set up a page on Facebook or Twitter targeting them specifically – but don’t simply recreate an offline brochure or email newsletter on these formats! Make sure some energy goes into building a dialogue, and then work on finding ways to encourage customers to share their opinions – both good and bad – online.
If your customers are using the Internet to research rather than buy, give them an incentive to purchase from you once they finish their investigations. If you have a physical location, make sure consumers know where it is. If you don’t, use Google Maps or another mapping service to identify your storefront with a pinpointed red thumbtack. Next choose one of these digital marketing strategies: blogging , podcasts , video production , infographic design , social media management or search engine optimization .
Choose just one platform as a starting point for 2013 that you will concentrate on to begin with – perhaps a blog if this is something new for your business. Stick with it, measure how it is working for you and then add another platform later on if you feel it’s necessary. Make sure your website design is also up to scratch so people can find you easily online – good web design and search engine optimization go hand in hand.
If you’re still feeling overwhelmed, consider hiring a digital marketing agency to help you get started.
The three main digital marketing strategies are content marketing, paid advertising and search engine optimization.
Content marketing
Content marketing involves creating and sharing content that attracts attention and encourages readers to interact with the brand.
Paid advertising
Paid advertising involves using ads to reach a target audience.
Search engine optimization
Search engine optimization involves improving a website’s search engine ranking so that it appears near the top of relevant search results.
All of these strategies can be used together to create a comprehensive digital marketing campaign. For example, a business could use content marketing to produce blog posts and videos that promote its products and services, then use paid advertising to push those posts and videos to people who are most likely to be interested in them, and use search engine optimization to make sure the website appears near the top of relevant search results. By using these three strategies together, a business can reach a larger audience more effectively and generate more leads and sales.
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How zomato uses social media marketing?
Zomato is a restaurant search and discovery platform which helps users find the best food options in their area. The company has over 1 million registered users and covers over 10,000 cities in India.
Zomato uses social media platforms such as Facebook and Twitter to connect with consumers and promote its services. For example, the company ran a campaign on Twitter called ‘Dine Out Week’ which offered discounts on food orders from restaurants listed on the zomato website.
Zomato also uses social media to engage with consumers and get feedback about its services. For example, the company held a contest on Facebook where customers were asked to share pictures of their favourite zomato dishes. The winners of the contest were awarded a free zomato gold membership for a year.
Zomato also uses social media to promote its services and to reach out to new restaurants that the company has not yet added on the platform. For example, it made use of Facebook’s targeted ads feature in order to attract more restaurant owners and increase its database of food businesses. It used targeted adverts which allowed them to select location, category preferences etc. The company ran a campaign called ‘Adopt a Restaurant’ through which it incentivised users by giving them free zomato gold memberships for signing up for restaurants listed on their website or app.
Refer Zomato’s Social Media Platforms:
https://www.facebook.com/zomato/
https://www.linkedin.com/company/zomato/
What is digital marketing and its strategy?
Digital marketing is the process of creating, managing, and executing a marketing plan that uses digital technologies to reach and engage customers. Digital marketing includes a variety of online marketing channels such as paid search, organic search, social media, email marketing, and more.
There are many different digital marketing strategies that can be used to reach and engage customers. Some of the most common digital marketing strategies include SEO, paid search, content marketing, social media marketing, and email marketing.
SEO (search engine optimization)
SEO (search engine optimization) is the process of improving the ranking of a website on search engines such as Google. SEO involves optimizing a website for keywords that people are likely to use when searching for information online. By optimizing a website for these keywords, businesses can improve the visibility of their website and attract more visitors.
Paid search
Paid search is the process of using paid advertising to place ads on search engines such as Google and Bing. Paid search ads appear at the top of the search results page, and businesses can target specific keywords to ensure their ad is seen by people who are interested in their product or service.
Content marketing
Content marketing is the process of creating and publishing content that is relevant to a business’s target audience. Content can take many different forms, such as blog posts, infographics, e-books, and more. By creating and publishing valuable content, businesses can attract more website visitors and leads.
Social media marketing
Social media marketing is the process of promoting a business’s products or services on social media platforms such as Facebook, Twitter, and Instagram. By using social media platforms to reach a wider audience, businesses can connect with more potential customers and increase brand awareness.
Email marketing
Email marketing is the process of sending promotional emails to a list of subscribers. Email marketing can be used to promote a variety of products or services, such as new products, sales, and discounts. By sending regular email updates, businesses can keep their subscribers informed about the latest news and offers.
Digital marketing is a powerful tool that can be used to reach and engage customers online. By using a variety of digital marketing channels and strategies, businesses can connect with more potential customers and increase brand awareness.
Zomato has found success in their digital marketing strategy by using cognitive neuroscience principles to make informed decisions. Their understanding of the consumer brain at different stages during purchase decision-making helped them increase ROI and grow revenue, while also increasing customer satisfaction. If you’re looking for a partner that can help you create an optimized SEO or content marketing campaign that drives sales with consideration for your customers’ mental processes, contact our team today!
CONTACT US FOR FREE BUSINESS CONSULTATION
CONTACT US FOR FREE BUSINESS CONSULTATION
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