Digital Marketing

Synopsis: Digital marketing strategies of Zomato

Submitted To:
Mr. Shawn Matthew

Submitted By: Group 7

Aastha Tulsyan (190201002)
Akshay Sharma (190201011)
Amartya Roy (190201014)
Rahul Mittal (190201074)
Ritvik Jaiminy (190201081)
Sakshi Shah (190201089)
Utsav Sharma (190201120)
 Title: Digital Marketing initiatives of Zomato

Background and Overview

Some brand have shown exponential growth since their inception, Zomato being one of them
and we think Zomato’s digital marketing strategy played a huge role in its growth.
Zomato is a food delivery company that turned into a unicorn in 2018, is still showing
consistent growth. We would therefore like to analyze strategies employed by the brand to o
understand how they achieved this feat.

Problem definition

How did the digital marketing initiatives lead to the growth of Zomato?

Research Questions:

What did they do to increase their customer base? What did they do to keep their consumers
coming back?

Scope:

1. Search Engine Optimisation – Major keywords the company has bidden on, Backlinks of
unique domains
2. Social Media Marketing- Zomato has a very strong social media marketing strategy and is
quit active on Facebook, Instagram and Twitter. They try to involve trendy topics (Viral
jokes, current affairs) in their posts and keep a fun and humorous tone.
3. Paid Advertising- Search Ad campaigns with the help of Google AdWords.
4. Content Marketing- Analysis of Content marketing strategy of Zomato to attract more
customers.
5. Email-marketing- Advertisements, personalized mails, offers etc send my Zomato to its its
subscribers and potential clients.
6. Online Reputation management- How Zomato handles complaints, issues that can be
detrimental to the brand’s image

Problems and limitations:

Exact number of keywords used by Zomato and exact number of conversions, new customers
acquired might be difficult to find.

Conclusion:

Zomato’s Digital Marketing Strategy will have to keep changing according to the current
trends. They will have to find new ways to attract their consumers’ attention. Right now, they
are doing a great job. If they continue working hard on it, they are going to reap a lot of
benefits for it.