The food tech giant Zomato is known for their unique Marketing approaches. From creative personalized emails to social media posts, we have seen some funny, witty posts of Zomato on our social media platforms on several occasions. This creative approach of Zomato helped the brand to stand out among its competitors and helped Zomato to build a community that eventually uplifted the Brands image. 

As per businesstoday.in Zommato’s market share is increased from 47%(FY2018) to 55%(FY2022). Also, Zomato is partnered with more restaurants than Swiggy and in monthly active users Zomato is winning by a huge margin.

Here are 6 ways that Zomato took to conquer the food tech market.

1. Unique social media engagement strategy and building community

Zomato is known for its creative ads and posts that eventually helped Zomato build a strong community. As proof, Zomato has 798k followers on Instagram and 413K subscribers on youtube. For a food tech brand, these numbers are pretty impressive. 

Their Instagram account gain a lot of organic engagement because of their humorous posts. 

@Zomato

@Zomato

@Zomato

These are just the tip of the iceberg, pay a visit to the Offical IG handle of Zomato and lighten up your mood a little bit. 

Now you can ask what is the benefit of putting so much effort into Social media marketing? 

Social media is the ultimate platform where you can grow your brand organically. 

If you want to check any menu of a restaurant, you search on Google and you will find zomato on the top result. And even if you just think about having some food from outside, the name Zomato will pop up. 

If you like any meme, it is obvious that you will find one meme created by Zomato on that specific topic. 

They are building brand awareness and the brand’s purpose has been expanded beyond just a food delivery app. Connecting with consumers is their most precious marketing effort you can say. 

2. Leveraging Email marketing strategy

Zomato has really worked on its Email marketing campaigns. From witty email subject lines to personalized emails, Zomato has taken its email marketing efforts to a whole new level.

Here are some brilliant creatives mailed by Zomato 

Catchy subject line with clear content, Zomato is killing email marketing. 

No matter how much automation you use, you have to sound like a genuine person when you are reaching out to other people and in this case, Zomato has done extremely good work 

Subject line and content - Zomato

3. Being in the Trend and be the Trend

The World Cup is running, and even if Zomato is not the official partner, Zomato is creating content worldcup centric and posting to the mass audience. Zomato does not push their product through being in the trend, they have to be in the trend and the rest of the work is done by the audience. It is a psychological trick also. If you are discussing over World cup and if you have seen and post regarding Zomato, you will definitely bring that post into the discussion. That is pure Word of Mouth Marketing. And you may order food while having that discussion from Zomato.

Zomato without running any paid ads increased their sale.

The “Doodh mangoge” trend started by Blinkit and was immediately carried by Zomato and several other brands and was a massive hit. From Twitter to Instagram, even on Linkedin, everybody started resharing Zomato creative. 

This is just one example of jumping on trends. 

In this Digital era, a brand should leverage the full potential of Digital Platforms to create a community that will lead to the organic growth of that Brand.

You all remember the viral Zomato delivery person who owned our hearts by answering soo honestly. He made a huge impact on Zomato’s Goodwill. This happy person represented Zomato’s great work culture. Also because of this guy Zomato got a huge amount of organic brand awareness through social media and news portals.

Check out the heartwarming video here – (1) Zomato Delivery Boy Sonu’s Video Viral | Cute Smile Goes Viral – YouTube

4. Power of SEO

I guess we all have seen the Zomato website. The website is so well designed that users don’t get confused. Topic clustering, clear fonts, and appealing color, 

typography, all these elements make users stay on the page. 

Apart from these, Zomato leverages the power of user-generated content. 

Clean UI and UX, keyword-optimized blogs, and many more, all these efforts help The website to stand out in respect of SEO.

Check these statistics-

As you can see, 54%of users are coming from search. That means , when users are searching for food delivery or any kind of food-related query, the Webpage of Zomato is coming to the top. When the Search traffic is greater than Direct that means the SEO of the website has been done very proficiently.

Data- Moz

This data shows, 160k keywords are ranking and for around 2k keywords Zomato is ranking between 1-3rd positions. This is the power of SEO. 

Zomato has earned this huge amount of genuine strong backlink base through Guest posting, referral program, influencer marketing, email marketing, high-value food articles, and many more

Data - Similarweb

5. Celebrity endorsement and cultural event

Over time Zomato has created many TV commercials as well as youtube ads with renowned celebrities like Vijay devarakonda , Hrithik roshan , Bhuvan bam , Katrina kaif, and many more. 

Celebrity endorsement always brings a good amount of Brand exposure and also Fan’s favorite celebrities bring trust and consideration. 

Now coming to the Food and Cultural events, Zomato organizes zomaland in the major cities every year. Artist from all over India comes and perform. 

They arrange amazing food and other activities. Check their official page.

So now the question is why Zomato will spend this huge amount of money?

Even though they are charging people but still, Zomato is a food delivery company right? 

You have to think about the big picture here. 

• Celebrity endorsement
• Brand collaboration
• Brand trust and authority building
• Unforgettable audience experience

People attend such events, enjoy them, and this creates brand consideration. By bringing big celebrities Zomato gives their consumers and even their non-consumers an experience they will remember and talk about, this creates Brand Loyalty.

As you can see, a separate Instagram page along with several people made videos about Zommaland. 

Organic Brand awareness you can get through these amazing event.

This builds a strong community.

6. Unique AD copies

I do not have to explain this. We all are fond of Zomato’s creative Ads. We all love their unique attention-grabbing ads.

I sometimes want to meet their marketing creative head and want to know how that person comes up with such innovative ads.

Just look at these creatives. If you are not Chandler, then Creating such innovative creatives requires a lot of effort and brainstorming. Their marketing team is just killing the food tech industry with unexpected approaches. 

That Rachel post is too funny that I am laughing while writing this post. 

No chat gpt or any AI can create such unique creatives. 

A huge respect to Zomato .

Now coming to this following post which made a lot of controversies

A lot of people create a big fuss about this post telling that this is a wrong approach and that Zomato should not do this kind of thing. A lot of people literally abused Zomato on Twitter. Getting the irony? 

Now I will give Zomato massive respect for creating such a creative ad that might look uses abusive language but it is too damn funny and creative. I mean the mind behind this ad should be preserved. 

These are some examples I have given about how Zomato is conquering the industry through unique approaches and creative marketing strategies.

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Hope you have liked this case study. I know you can just type the headline and Chat Gpt will provide you with the probably more detailed article, but I did my fair share of research and tried to explain things in the simplest way possible. 

See you in the next Article.

P.S. If you find this helpful, You do not have to share your food, but can you share this article