Zomato Marketing Strategy 2024 – Case Study

Zomato's Target Audience

Zomato's target market is people between the ages of 18 and 35 who have a smartphone and experience using an app. Zomato aims to attract two customer groups: those who like to eat out and those who want food delivered to their home, groups that often overlap. The Zomato Gold program offers incentives to dine out and also offers food delivery for those in need.

This group includes everyone from employed people who need food at the office, students who live in dorms and need meals, people who don't have the time or space to prepare meals, and people who enjoy eating out every now and then.

Zomato Digital Marketing Channels

Zomato uses Google Adwords for its search ad campaigns, targeting “food,” “online ordering,” “restaurant name,” etc., to attract people looking for food delivery. They also run Google Display Ads to target people using third-party apps and websites.

Zomato's Digital Marketing Strategy

Zomato is also active on Twitter, Facebook and Instagram. As of July 2019, it has 726k followers on Instagram, 1,899,405 followers on Twitter and 1.42m followers.

Zomato engages with its audience by posting on popular themes. The brand understands the nature of its audience. As a result, it promotes content that people will want to share, discuss, and revisit. It uses popular topics and publishes easy-to-understand photos to engage visitors online.

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During the 2016 Olympics, Zomato used Twitter to promote its brand, which featured rings made from coffee and claimed that if drinking coffee was a sport, it could win a gold medal.

The video game “Pokemon Go” is also one of the hot topics at present. Zomato has also benefited from the game. Zomato has used the famous Pikachu to promote its brand on Twitter.

Posting on popular themes helped me connect with my audience. Users probably don't want to think too hard when using social media. In fact, people use social media to have fun and watch interesting content. If such content appears in their news feed, you can expect your content to be shared. Of course!

Zomato's digital marketing strategy needs to be adjusted whenever new trends emerge. New strategies need to be devised to capture the attention of the customers. Zomato is currently performing brilliantly. If they continue their efforts in the future, Zomato will benefit greatly.

These people have the skills to make the most of email marketing tools. One of the most clever and effective tactics is Zomato’s email marketing. Zomato uses enticing subject lines and motivations to act to keep customers loyal to the brand.

They ran an email marketing campaign on Amazon Prime Video themed around the famous series Mirzapur Season 2. Subject lines were added by Zomato showcasing the characters of Mirzapur.

Moreover, they created biryani resume as one of the best email marketing techniques. Food related terms like “biryani resume” were featured on Zomato. Moreover, they used “Hire Now” as their CTA instead of “Order Now”. This is why Zomato’s email marketing strategy is so good.

Zomato's Influencer Marketing Strategy

Zomato is evolving the concept of “hyperlocal marketing” by reaching out to micro-influencers and promoting content in regional languages, which will help it connect with a larger audience and increase Zomato's credibility.

Zomato is aware of its potential and hence is paying a lot of attention to influencer marketing in its advertising strategy. Be it macro or micro influencers, Zomato is not afraid to go above and beyond expectations and leverage their name recognition to grow its user base.

We all know that Zomato takes different scenarios in a humorous way through its tweets. Zomato provides content that makes consumers smile, regardless of the problems they are currently facing or come across on a daily basis. Moreover, their humor spreads quickly and creates a powerful chain reaction.

Memes are extremely popular on social media and Zomato has realised their importance and mastered the technique of ‘Meme Marketing.’ The food tech company has been able to generate a lot of organic traffic thanks to this content marketing technique, which ultimately helps in increasing its overall revenue.

Zomato's collaboration strategy

Zomato has been actively working with governments to ensure services continue smoothly during the crisis, set up a fund to compensate for revenue lost due to the crisis, provided support to thousands of people in its delivery network, and ensured that delivery partners are wearing masks.

Zomato has always recognised the value of video and has been a pioneer in leveraging it effectively on the YouTube platform. On YouTube, Zomato frequently publishes short, concise and unskippable video commercials with subtle ‘CTAs’. It is therefore fair to say that video ads play a vital role in Zomato’s digital marketing strategy.

Conclusion

Zomato as a brand has left a lasting impression on consumers, making it an unforgettable brand. Want to know more digital marketing case studies of other popular brands? Dream of becoming a great digital marketer? Enroll in SimpliLearn's Digital Marketing Graduate Program in partnership with Purdue University. The program has been created in collaboration with Facebook and includes masterclasses with case studies from Facebook, Purdue University, and Harvard Business Publishing. Enroll now and start learning!