RIDDHI SINGHAL

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How zomato is using digital marketing for building new customers

INTRODUCTION

 ECOMMERCE INDUSTRY

Online purchases and sales of products and services by businesses and people are
referred to as electronic commerce (e-commerce). E-commerce may be done on
computers, tablets, cellphones, and other smart devices, and it operates in a variety of
market categories. E-commerce transactions make almost every good or service
conceivable accessible, including books, music, airline tickets, and financial services
like stock trading and online banking. It is seen as a particularly disruptive technology
as a result.

Different products ans services used in the E commerce Industry

1. Physical goods
The sale of physical goods is the exchange of monetary value for the purchase of
goods that are tangible and have physical mass, for example, merchandize.
Physical goods include both durable (think: cars, TVs, furniture) and non-durable
goods (e.g., food and beverages).

2. Digital goods
The sale of digital goods involves the exchange of monetary value for purchase of
good that are intangible and exist in digital form, such as digital media like audio
files, video files, and e-books.

3. Services
The sale of services involves the exchange of monetary value in return for value to
customers that want to achieve specific outcomes. Put another way, a service is a
means of delivering value to customers by facilitating specific outcomes that
customers expect to achieve. Examples of a service include transportation,
healthcare, and education.

 Zomato

https://www.zomato.com/ncr

Zomato is a global restaurant directory and meal delivery service based in India.
Pankaj Chaddah and Deepinder Goyal launched it in 2008. As of 2022–2023, Zomato
offers information on restaurants, menus, and user ratings in addition to meal delivery
choices from affiliated restaurants in more than 1,000 Indian cities and villages.
Zomato competes with Swiggy in the local meal delivery market.
In 2008, Deepinder Goyal and Pankaj Chaddah, who were both employed by Bain &
Company, established Zomato under the name FoodieBay. The website was first
intended to list and suggest restaurants. They changed the company's name to Zomato
in 2010 because they weren't sure if they would "just stick to food" and to prevent
confusion with eBay.

2011 saw the advent of the.xxx domains, and Zomato simultaneously unveiled the
food porn website zomato.Their technological platform, which was introduced in
2010, links users with restaurants and delivery services to meet their various demands.
Customers use our platform to look for and find restaurants, read and write reviews
submitted by other customers, see and upload images, order food delivery, reserve a
table, and pay for meals when dining out.

On the other side, they provide their restaurant partners sector-specific marketing
tools that let them draw in clients and expand their clientele while also offering a
dependable and effective last-mile delivery service. Additionally, they provide a one-
stop procurement service called Hyperpure, which provides premium kitchenware and
foodstuffs to restaurant partners. Additionally, Zomato offers flexible and transparent
pay alternatives to our delivery partners.

 MISSION AND VISION

The company's motto is "Better food for more people."

In the past, people made their own happiness through the eating system, going to
restaurants to eat their favorite cuisine.

The company's primary goal is to provide customers with convenience by linking

them to a variety of eateries through an application so they can simply order their
favorite foods.

 RESEARCH METHODOLOGY

 DIGITAL MARKETING STRATEGIES

1. Social Media Marketing:Zomato has a strong presence on major social media

platforms like Facebook, Instagram, Twitter, and LinkedIn. They use these platforms
to share mouthwatering food images, user reviews, promotions, and engage with their
audience through posts, stories, and live videos.

2. User-Generated Content:Zomato encourages users to share their dining experiences

and food photos on the platform. They often feature user-generated content on their
social media accounts and website, creating a sense of community and trust among
their audience.

3. Influencer Marketing:Zomato collaborates with food influencers and bloggers to

promote their services. Influencers create content around Zomato's offerings, which
can reach a broader and more targeted audience.
4. Email Marketing:Zomato uses email marketing to send personalized offers,
discounts, and recommendations to their users. They segment their email lists based
on user preferences and behaviors to provide tailored content.

5. App-Based Promotions:Zomato offers exclusive promotions and discounts to users

who download and use their app. They use push notifications to keep users engaged
and informed about the latest deals and restaurant options.

6. Search Engine Optimization (SEO):Zomato optimizes its website and app for
search engines to ensure it ranks well for relevant keywords related to food delivery
and restaurant discovery. This helps them attract organic traffic.

7. Content Marketing: Zomato maintains a blog with articles on food trends,

restaurant reviews, and culinary tips. This content not only provides value to readers
but also helps improve SEO and establish Zomato as a trusted source of information
in the food industry.

8. Partnerships and Collaborations: Zomato partners with various restaurants and food
brands to offer exclusive deals and promotions to its users. These partnerships can be
promoted through their digital channels.

9. Geo-Targeted Marketing: Zomato uses geo-targeting to deliver location-specific

promotions and restaurant recommendations to users, increasing the relevance of their
marketing messages.

10. Feedback and Review Management:Zomato actively manages user reviews and
feedback on its platform, addressing both positive and negative comments. This
demonstrates a commitment to improving user experiences and maintaining
transparency.

11. Mobile Advertising: Zomato invests in mobile advertising, including banner ads,
interstitials, and native ads, to reach users while they are using other mobile apps.

12. Video Marketing: They use video marketing for promotional campaigns,
showcasing restaurant partners, and creating engaging content that can be shared on
social media platforms like YouTube.

 Digital marketing analytic

Zomato, like many digital businesses, likely employs various digital marketing
analytics techniques to measure the effectiveness of its marketing campaigns, gain
insights into user behavior, and make data-driven decisions. While I don't have access
to Zomato's specific analytics practices, I can mention some common digital
marketing analytics techniques that many companies use:

1. Website and App Analytics:Zomato probably uses tools like Google Analytics,
Mixpanel, or Adobe Analytics to track website and app traffic. They can monitor
metrics such as the number of visitors, pageviews, bounce rates, and user engagement
on their platforms.
2. Conversion Tracking: Tracking conversions is crucial for understanding how
effectively Zomato's marketing efforts are driving desired actions, such as app
downloads, registrations, orders, or restaurant reservations.

3. Customer Journey Mapping:Analyzing the user journey helps Zomato identify the
touchpoints where users interact with their brand. This includes understanding how
users discover the platform, browse restaurant listings, place orders, and provide
feedback.

5. Social Media Analytics: Zomato tracks engagement metrics on social media

platforms, including likes, shares, comments, and click-through rates. They may also
use sentiment analysis to gauge public opinion.

6. Email Marketing Analytics: Zomato measures email open rates, click-through rates,
conversion rates, and unsubscribe rates to evaluate the effectiveness of email
marketing campaigns. They may also segment their email lists based on user behavior
for more targeted campaigns.

7. ROI Analysis:Calculating the return on investment (ROI) for various marketing

channels and campaigns helps Zomato allocate their budget effectively. They can
assess which marketing efforts provide the best returns.

8. Customer Lifetime Value (CLV) Analysis:Understanding CLV helps Zomato

determine the long-term value of their customers and tailor their marketing strategies
accordingly. It involves analyzing customer acquisition costs and retention rates.

9. Heatmaps and User Session Recordings: These tools allow Zomato to visualize
how users interact with their website or app. Heatmaps highlight areas of interest and
user engagement, while session recordings provide insights into individual user
behaviors.

10. Customer Surveys and Feedback Analysis:Zomato may collect user feedback
through surveys, ratings, and reviews. They analyze this data to identify areas for
improvement and gauge user satisfaction.

11. Competitor Analysis: Zomato likely monitors its competitors' digital marketing
strategies and performance metrics to benchmark its own efforts and identify
opportunities for differentiation.

12. Attribution Modeling: Understanding how different marketing channels contribute

to conversions is essential. Zomato may use various attribution models (e.g., first-
touch, last-touch, linear) to allocate credit to each touchpoint in the customer journey.

13. Data Visualization: Using data visualization tools like Tableau or Power BI,
Zomato can create dashboards and reports that provide a clear and actionable view of
their marketing performance.

These digital marketing analytics techniques help Zomato measure the impact of their
marketing campaigns, optimize their strategies, and make data-driven decisions to
enhance user experiences and drive business growth. It's important to note that the
specific tools and techniques used by Zomato may vary over time and depend on their
evolving marketing goals and objectives.

 REFERENCES

 https://www.zomato.com/ncr
 https://chat.openai.com/
 https://www.the-future-of-commerce.com/2020/01/19/what-is-e-commerce-
definition-examples/#:~:text=Digital%20products%3A%20These%20are
%20downloadable,large%20percentage%20of%20ecommerce%20transactions.
 https://bstrategyhub.com/zomato-swot-analysis/