Zomato's Marketing Strategies

Zomato, a leading online food delivery platform, has strategically crafted its
marketing approach, incorporating various tactics to propel its brand and user
base. The company's success is underpinned by a robust set of strategies that
encompass social media prowess, data-driven insights, enticing offers, strong
partnerships, and a relentless focus on user satisfaction.

• Zomato acquired Blinkit, a quick

commerce app in 2022 with a vision to
enter the quick commerce space
dominated by Swiggy Instamart &
• Zepto.
The food delivery giant also relaunched
its “Gold Loyalty Programme” at the
start of 2023.
• Zomato has started testing an additional
Platform Fee of INR 2 on Zomato Gold
members.
• Crocs and Zomato collaborated to
celebrate the Monsoon Season in style.
More about this campaign is discussed
below.

The killer marketing strategies of Zomato can make you order a meal even after you just had one. How
often does it happen when you are just thinking of ordering a meal online and Zomato gives you a
notification like “Chhole bhature khaye kya?” Well, after a notification like this, I am sure no one can
stop their craving.

The CEO of Zomato, Deepinder Goyal, says, “The first rule of entrepreneurship is that there is no rule.”
In marketing, there are no rules, but the only rule is to acquire customers. Let’s explore the insane
marketing strategies that Zomato uses to become one of the most exotic food-delivery applications.
 Social Media Savvy

1 Engaging Presence
Zomato has harnessed the power of social
media to cultivate an engaging and
vibrant presence. Through compelling
content and regular interactions, the
platform has effectively heightened
brand recognition and acquired diverse
user segments.

2 Brand Awareness
By capitalizing on social media's pervasive
reach, Zomato has significantly bolstered
its brand visibility, fostering an active
community of food enthusiasts and
driving organic brand advocacy.

3 Acquisition Strategy
The platform's adept social media strategy has
been pivotal in the acquisition of new users,
tapping into various demographics and
catering to changing consumer preferences.

4 Search Engine Optimisation

As per Ubersuggest data, it ranks in India for
2,494,988 keywords as of August 2023. Its
organic traffic is 30,484,205 sessions per
month. The stats are low compared to their
SEO performance in February 2023.
However, it is 2.5 times better than their
closest competitor, Swiggy’s SEO
Performance.
 Data-Driven Approach

Personalized Insights Enhanced User Experience Restaurant Partnerships

Zomato’s data-driven approach
involves meticulously analyzing
user data to curate personalized
recommendations and
promotions, elevating the overall
user experience and fostering
long-term customer loyalty.
By leveraging real-time user
insights, Zomato tailors its
offerings, providing users with
value-added features and
personalized touchpoints, thus
enhancing overall user
satisfaction.
The utilization of user data has
empowered Zomato to forge
symbiotic partnerships with
restaurants, optimizing
promotional strategies and
driving targeted sales for
partner establishments.

Zomato is a well-known food delivery and restaurant discovery platform that has
leveraged digital marketing strategies to achieve remarkable growth in the food
industry. Since its inception in 2008, Zomato has expanded globally, catering to a
diverse user base. Its success can be attributed to its innovative digital marketing
techniques, which have helped it establish a strong brand presence, enhance user
engagement, and build a robust customer base.

Zomato's story began as a simple restaurant discovery platform, providing

information about eateries, their menus, and user-generated reviews. Over the years,
it evolved into a comprehensive food and dining ecosystem, spanning online food
ordering and delivery, table reservations, and even a culinary content platform.
 Promotional Offers
Discounts & Coupons Loyalty Programs

Zomato's frequent offerings of attractive
discounts and coupons have been instrumental in
incentivizing users and fostering repeat orders,
thereby solidifying its position as a preferred food
delivery platform.
An array of innovative loyalty programs has been
pivotal in retaining a dedicated user base,
comprising exclusive benefits and rewards,
thereby fostering a loyal and engaged customer
community.

Strategic Partnerships
1 Payment Gateways
Zomato's collaborations with leading payment gateways have streamlined the checkout
process, guaranteeing secure and swift transactions, thus ensuring a seamless user
experience.

2 Delivery Services
By integrating with prominent delivery services, Zomato has expanded its operational reach,
ensuring timely and efficient order fulfillment, thereby fortifying its standing within the
competitive food delivery landscape.
 Customer-Centric Approach

Customer Satisfaction Continuous Improvement Paid Advertising

Zomato's commitment to a
user-centric approach is
evident in its user-friendly app
interface and responsive
customer support, culminating
in an extensive base of satisfied
and loyal customers.
Regular solicitation and
incorporation of customer
feedback has enabled Zomato
to continuously enhance its
services, ensuring an ever-
evolving and optimized user
experience.
Zomato runs Search Ad
Campaign using Google
Adwords. It targets keywords
related to food, ordering
online, names of restaurants,
and much more. It targets
users whose intent is to get
some food delivered to them.

Sustained Innovation
Technological Advancements
Zomato's sustained innovation manifests
through its deployment of cutting-edge digital
solutions and evolving technology, signaling a
commitment to staying ahead of industry
trends and pioneering new service offerings.
Adaptability & Flexibility
The company's agility and adaptability are
reflected in its ability to swiftly respond to
changing market demands, driving continuous
innovation and maintaining a competitive edge
within the dynamic food delivery landscape.

Zomato has announced sustainability goals for 2030, including 100% plastic neutral food
delivery orders through voluntary recycling, and 100 million plastic-free food orders by
2025. The company also has an EV initiativend maintaining a competitive edge within the
dynamic food delivery landscape.
 Market Expansion Strategy

International Growth Localized Services

Zomato's strategic foray into international
markets has paved the way for diversified
offerings and promising growth prospects,
reflecting a vision for global expansion and
market leadership.
By tailoring its services to diverse cultural
preferences, Zomato has successfully
established a localized presence, catering to
unique culinary landscapes and capturing
untapped market segments.