6 Zomato Marketing Strategies | Case Study on Zomato marketing strategies 2022

Long time no see? If you have a Zomato app and haven’t ordered anything for a long time then you must be familiar with this message, isn’t it?

In this blog, we will tell you about the marketing strategies used by Zomato to make its brand value popular.

About Zomato

In 2008, Deepinder Goyal and Pankaj Chaddah founded Zomato, an India-based multinational restaurant aggregator and food delivery service that provides information, menus, and user-reviews on restaurants as well as food delivery options from partner restaurants. As of 2019, the company operates in 24 countries and more than 10,000 cities worldwide.

NameZomato
FoundedJuly 2008; 13 years ago
FounderDeepinder Goyal Pankaj Chaddah
ServicesFood delivery
Revenue₹1,994 crores (US$260 million) (FY 2021)
Net income ₹−816 crore (US$−110 million) (FY 2021)
HeadquartersGurgaon, Haryana, India
No. Of employees5000+
CEODeepinder Goyal
Websitezomato.com

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What marketing strategies are used by Zomato?

 Zomato’s digital marketing strategy

The digital marketing strategies used by Zomato are:-

1. Google ad strategy:-

There are billions of Google searches happening every month. People usually come to Google to solve their problems. For instance, people might be looking for a nearby restaurant or they might be looking for online food delivery.

These searches make Google a perfect platform to advertise.

In addition to running search advertising campaigns using Google Adwords, Zomato also targets keywords related to food, online ordering, names of restaurants, and more, focusing on users who are interested in getting food delivered.

Zomato targets keywords like “online food’ to attract new customers

Zomato also targets branded keywords like ” Zomato order”.

2. SEO strategy:-

Zomato has listed all the restaurants in India.

Since Zomato uses SEO strategy in full measure, we can already see that most of its traffic (more than 66%) comes from online searches and that 99.44% is generated organically and the rest is driven by paid marketing campaigns, This shows that Zomato works hard to stay on top of the Google organic search result pages (SERPs).

Some of the SEO strategies of Zomato are:-

Keyword Targeted:-

With over 900K keywords targeted for SEO purposes, Zomato always has an advantage in search engine results, due to its organic optimization of these keywords.

There is a huge directory of food and restaurants on Zomato, and this is a boon in disguise for their SEO. From the names of the restaurants to the names of the dishes, the locations, and more, everything drives the SEO of the brand. Even phrases such as “restaurants near me” and “bars to dine in”, etc., are useful long-tail keywords as well.

Pages on website:-

Zomato features over 6.5K restaurants, each with their pages that are maintained regularly. This converts to over 54 million total pages on Zomato, which can have beneficial effects on the search engine optimization of the site. We all know that the more authoritative a website is, the higher its chances of achieving the top search results.

URL Links:-

Through its extensive network of backlinks, Zomato can boost its domain authority by getting backlinks from websites with high authority, including those with .gov and .edu domains. The website currently has high authority backlinks from over 13 million domains.

3. Zomato’s social media marketing strategy:-

Zomato uses Google Adwords to promote its Search Ad Campaign. This campaign targets keywords relating to food, ordering online, restaurant names, and much more. Alongside this, it runs promotions on Facebook and Instagram to promote its products.

4. Paid Advertising Campaigns:-

Although paid advertising may be a temporary marketing strategy that a brand may prefer, it plays a major role in keeping engagement levels high. Effective paid marketing combined with organic optimization improves search engine rankings greatly and Zomato is no exception!

  • Zomato’s Facebook Ads Strategy:-

Zomato gives huge discount offers on Facebook to attract new customers excluding people who are their customers.

  • Zomato uses local language Ads:-

To target people who are more comfortable with the local languages, Zomato uses multi equal Ads. These Ads give better results than the English language Ads.

5. Zomato’s Email Marketing Strategy:-

All of us communicate via email, and so the email marketing strategy plays a crucial role in marketing a business. Zomato knows how to implement this tool effectively.

While many brands use email marketing strategies, only a few are able to come up with truly witty and compelling strategies like Zomato’s. Zomato uses compelling subject lines to maintain brand loyalty, and a compelling call to action to conclude each email.

6. Zomato’s content writing strategy:-

Zomato uses Facebook, Instagram and Twitter to communicate with people. Zomato has always used social media for communication and not just for proportion. It’s important to create content that resonates with the audience while being simple and concise. Zomato understands its target audience, and uses humor, market trends, and even memes to highlight its brand offerings.

The number of followers does Zomato have on social media

Facebook1.9M
Instagram653k
Twitter1.5M

What is Zomato’s new offer? 

Food delivery service Zomato recently introduced the ‘On-time or free’ service for its customers. Zomato doesn’t specify any time period for food delivery at this time.

Current year profit/loss of Zomato?

The food delivery platform Zomato reported a net loss of Rs 63 crore for the quarter ending December 31, 2021. The increase was largely due to again while revenues soared due to the increase in restaurant meals. Zomato reported a loss of Rs 353 crore a year ago.

What is meant by SEO?

In summary, SEO stands for Search Engine Optimization, which is the process by which web visitors find your site through free, natural, organic or editorial search results in search engines, which improves your website’s listing in search results. The higher your site ranks, the more visitors will see it.

How do marketing strategies help to gain brand value?

Marketing strategies helps in finding the areas where an organization is growing and thereby helps in developing an organizational strategy to serve the customers’ needs. Marketing strategy assists in discovering the areas where the organization is growing and thus helps in creating an organizational strategy to serve the customers’ needs.
 
 

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