Zomato Marketing Case Studies – Dark Secrets of the Brand
Zomato is a restaurant search and discovery and delivery business and was founded by Deepinder Goyal and Pankaj Chaddah in the year 2008. Zomato currently operates in more than 24 countries. Initially, it started under the name Foodiebay which was later changed into Zomato in the year 2010.
Every modern brand understands the value of marketing in enabling its growth story, and Zomato is definitely one of them. Since its inception, Zomato’s marketing strategy has been stellar.
1. Customer-centricity and relevance in content
When selecting multiple channels for content distribution, it is important to understand what kind of content works for each platform. The food delivery app focuses on creating content that is ideal for its audience, which includes people between 18-35 years of age.
Link to zomato Instagram page- https://instagram.com/zomato?igshid=YmMyMTA2M2Y=
An example of Zomato’s customer-centric approach was seen during the beginning of the COVID-19 pandemic.
When the nationwide lockdown was enforced, Zomato expanded to not just food but even groceries too. This helped zomato to not just expand its sales but it led to a lot of them becoming regular customers.
2. Notifications for every mood
Nowadays, apps use notifications and timely messages to grab attention, but if the message is too pushy or boring, customers are more likely to ignore it or even go a step further to block it. Zomato ensures that even its notifications are interesting and something the customer will look forward to. For example:- Its cheeky humor was even noticed by superstar Hritik Roshan, who shared this screenshot.
Not only does it add humor, but it also delivers the message in a way that is subtle yet interesting.
3. Emails that grab attention
Many brands make efforts to create email marketing strategies that will help them to target audience. Zomato does this not just by releasing offers and other key communication, but also by maintaining brand loyalty using witty one-liners to target audience. For example:- Zomato designed the email as a CV and replaced “Order Now” with “Hire Now.” These unique phrases are sure to get users reading.
4. It creates fun with graphics
Zomato is always a pro when it comes to graphics and stellar analytical powers. Zomato applies that feature not just on its app but also as part of its personalized email campaigns and social media posts. It’s a fun way to get users to interact with the brand.
5. Relatable social media memes
On social media, Zomato is a name not only for its services, but the incredible content it creates to interact with its large customer base. The brand not only posts memes relating to external topics, but it has the ability to make fun of itself too. Take its Twitter profile for example, which is full of hilarious content, all of which ultimately focuses on the brand’s offerings. Zomato understands that food cravings are real. In keeping with that, it publishes content that is amusing, yet focused on reminding the audience to order food from them. Reference link- https://www.instagram.com/p/Ca1PMtQspkH/?igshid=YmMyMTA2M2Y=