THE ART OF SOCIAL MEDIA MARKETING ft. ZOMATO

Zomato in 2022 has come a long way since its inception 14 years ago, and this food aggregator company has become a household name in India. Zomato is winning the hearts of more than 50 million users each day, and these numbers are growing rapidly with the exponential increase in its user base. Presently, Zomato ranks among the top echelons of food technology and delivery companies. Besides being known for its good customer service, on-time delivery, and exciting offers, this company has mastered its digital marketing strategies that are winning the hearts of many!

The new age of advertising in this digital era has focused more on two-way engagement, unlike the traditional form of advertising in the past. The two-way engagement is facilitated by social media channels that are very popular across all age groups. Advertising on these social media channels is popularly known as Social Media Marketing- an easy way to connect, interact and engage your target audience, which can be done with just a few clicks and automation. While social media has given a plethora of opportunities for many businesses, Zomato has leveraged the power of social media in luring customers and influencing customer behavior. It is rightly said that social media is a sturdy tool if used properly- Let's check how Zomato is keeping up with this trend of marketing using social media platforms.

Zomato has millions of followers on its social media handles, such as Instagram, Facebook, Twitter, and LinkedIn. While most people spend their time on these social media platforms, Zomato engages its audience with its quirky and trending posts. The posts are designed to immediately capture the audience's attention and compel them to share, like, comment, or view them repeatedly. The company knows its target audience so well that it has successfully built connectivity with its engaging posts. The email or push notifications on the users' mobile phones drive Zomato to win the users' hearts through personalized advertising. These engaging marketing strategies are helping the company to leave a long-lasting impression on the customers' minds. This company very well knows how to keep its audience engaged by posting on trending subjects.

The unconventional food content and the infographics on its social media platforms keep Zomato's primary target market engaged, as these audiences are smartphone users between 18-35. All this marketing success is possible because of the marketing research that enabled the company to identify its target audience and then find a means to keep them engaged. However, Zomato's online platform is not always bright and rosy with happy users. The company has faced a lot of criticism in the recent past. Zomato users voice their dissatisfaction regarding the orders on these social media handles that bring a bad image to the company. It is interesting to note that Zomato deals with these comments and criticism optimistically by keeping in view the interest of all its users.

The core competency of Zomato is its excellent social media marketing strategies which makes them stand out from its rival companies. Zomato knows how to keep its audiences engaged with its witty and quirky comments. E-marketing is surely the future of advertising, and Zomato is successfully deploying these marketing strategies to conquer the food-tech industry.

While Zomato India crossed 2.5 million orders on New Year's Eve 2022 for the first time ever in its history, it will be interesting to see if Zomato can surpass its own history in 2023.

 

ABOUT THE WRITER

An ambitious and result-oriented person, keen on self-learning finance and financial management.