Digital Marketing Strategy of Zomato and Amazon Zomato utilizes SEO to rank highly for food-related search terms, generating over 20 million organic searches per month in India. It focuses on keywords like "restaurants near me". Amazon spends $2.8 billion annually on digital marketing including social media, emails, blogs, and ads on websites and TV. A proposed enhancement is notifying customers on additional sites when creators of previously purchased products release new items.

1. Digital Marketing Strategy
Of Zomato and amazon
By - Uttam Mishra

2. A CASE STUDY IN MARKETING SUCCESS

3. SCOPE
 The company
 How it started
 Evolution
 Unique marking strategy
 Lessons learnt

4.  Zomato is restaurant search and discovery and deliver company
 Zomato currently operates in more than 24 countries.
 Zomato has also expanded overseas to Sri Lanka, Qatar, Turkey, Brazil,
Indonesia, etc. Zomato also claimed that it turned profitable in all 24
countries it operates in
 SmartTech magazine announced that Zomato as among the top 25 most
promising internet companies
THE COMPANY

6. THE BEGINNING
 Deepinder Goyal was working as a management consultant and Pankaj Chaddah was
working as Senior Analyst at Bain.
 At Bain, they saw a long line in office canteen to get a glance at a menu card. One day
they thought of finding a solution to this problem and the idea thought germinated in the
form of Foodiebay.
 Foodiebay scanned the menu of the restaurants and posted it on the company private
network.
 Soon the employees of Bains started using the website and thus saving their time and in
return bringing traffic to the website.
 In 2010 it was renamed as Zomato.

7. EVOLUTION
 Rate and Review Restaurants: During its initial days, Zomato was largely a website which
listed restaurants with basic details, where users were able to rate the restaurants listed on
their website. This feature was a big hit among foodies as they could now rely on peer
ratings and not ratings given by food critics
 Filters for search: The first iteration of this feature consisted of users entering the city and
locality in the search bar where they wished to find restaurants and decide a restaurant they
would eventually prefer to visit.
 Online Ordering :Zomato has evolved from a ratings website to a foodtech giant. This has
been possible due to adopting an agile framework and an excellent leadership with a vision.
After creating a large user base of users and restaurants, they ventured into the food
delivery business.
 Zomato’s Future Plans: Zomato has discussed about setting up the Zomato Infrastructure
Services (ZIS). Through this, the company plans to work with current restaurant owners to
expand their business to more locations without incurring any fixed cost.

8. REASONS FOR SUCCESS
 First Mover Advantage : Zomato was the first player in the industry to
unveil the concept of online restaurant discovery in India.
 Robust Business Model: Zomato carved a unique, profitable business
model for itself right from the beginning, which helped them sail through even
during tough times, including the period of 2015-2016, when the startup was
experiencing significant losses
 Strong Team : Well, in case you happen to interact with Deepinder Goyal
anytime about his brand’s journey, you would notice he would never miss
talking about his people. Out of the two things that he usually owes his
success to, one of them is his ambitious team, which he created right from
the beginning, and eventually kept expanding
 Continuous Innovation and Evolution: The best thing about Zomato
has been that it never stopped – whether it was expanding [nationally or
internationally], designing new offerings, raising funds, acquisitions,
marketing, engagement, etc

9. REASONS FOR SUCCESS
 Continuous Inflow of Funds: Zomato was fortunate from the time it laid its
foundation, as it continued to attract great attention from a series of interesting
investors, who pumped in large sums of money and aided the expansion and
growth of the company
 Strong Competition Analysis : Zomato never lost sight of its competition. It
always stayed one step ahead, no matter what. The entry of Swiggy posed a grave
threat to its existence, when it entered the market with full force, riding high on
online food deliveries. However, the foodtech giant was quick enough to switch over
its model, getting into the realm of deliveries itself. Having the first mover
advantage, it kept up its market share.

10. ANALYSIS WITH RESPECT TO
“ MARKETING MYOPIA”
 WIDE DEFINITION OF ROLE OF BUSINESS
 SATISFYING CUSTOMER NEEDS
 CREATIVE DESTRUCTION
 BUYING CUSTOMERS
 LEADERS WILL TO SUCCEEED
 FLEXIBILITY OF OPERATIONS
 BUSINESS IS NOT THE DIFFERENTIATOR BUT ITS HANDLING
 LEADERSHIP FOCUS ON MARKETING

11. Digital MarketingStrategy
of Zomato
"NEVER HAVE A BAD MEAL"
Well, we get this only from one source other than an angry mom on call! It has
to be Zomato. Well
Zomato know very well about the things that are more relatable to us….And that’s how
Zomato targets us….
So let’s started amazing digital marketing strategy of Zomato…

12. SearchEngine
Optimization(SEO)
Zomato ranks on top position in main keywords like “order online
food”, “order pizza online” etc.. See some data of Zomato.You will
get to know how powerful their SEO Strategy is…. Zomato
generates 20.5 M organic traffic per month only from India. So
you can imagine how much Zomato is investing in Search
Engine Optimization.

13. Zomato starts to ranking in top 3 position of SERP(Search
Engine Results Page) from December 2019.
Zomato is ranking on number 1 position on the main keyword
“restaurants near me”, “food near me”, “bars near me”, “cafe
near me”, “vegetarian restaurants”.
Zomato ranking on other main keywords like “wine shop near
me”, “coffee near me”, “cheap restaurants” on top 3 positions.

16. Amazon’s Digital Strategy
ADV 420 Presentation By: Jacob Kroll

17. What is Amazon
● Amazon is an internet based retail website and also provides cloud storage to
business.
● The company was founded by Jeff Bezos in 1994
● products include the Kindle, Echo, and Music and video streaming services
Mission
Statement: to create
a place where people are
able to find and discover
anything that they would
have an interest in buying

18. The Audience
● Those starting to develop income and that are familiar with technology
● 18+ up
● College Students
● Adults
● Corporate business

19. Looking Ahead: Future Proposal
● Create an alert to customers on when a specific author/creator has a new
product available for sale
○ The product can also be a previous one created by that designer that is
now going on sale/providing a discount
● Creator notifications include book authors, actors/directors, bands, and
equipment brands
● AVOIDS: Getting notified from email and social media devices about similar
products that customers have bought in the past and that don’t want that type
of product anymore.

20. Social Media/Proposal Impact
Facebook: 27,241,746 followers
Twitter: 2.5 million followers
Instagram: 850,000 followers
How all three of these devices can tie into the creator alert proposal
process would be for the customers to be notified on their phone whether
an update of a product is provided by that brand on the Amazon site, or
have it pop up on any of your social media feeds while scrolling

21. Inbound Marketing/Proposal Impact
● Email notifications about new products and products on sale
● Blogs and reviews that discuss pros and cons of the company and its
products
● Proposal: Digital marketers should be able to create a CLEAR section that
allows for the customer to have a clear recommendation page and not
become distracted on previous products that they do not have any interest in
buying anymore

22. Online Advertising/Proposal Impact
● Advertisements are provided through all social media devices
● Advertising on Websites such as Soundcloud
● Proposal: Under the buy section of a product, customers should have an
opportunity to type in what other websites that they use throughout the day so
they can also be notified on those sites when a creator of a product they have
bought from Amazon in the past has something new to provide

23. Budget
Budget
2016
Revenue:
$135.90
billion
Net
income:
2.371
billion
Digital
marketing:
$2.8
Billion
Network
TV Ads:
$72 million
Outdoor
Ads: $59
million
Newspaper and
magazine Ads:
$42 million
Cable TV:
$15
million

24. Mobile
● Amazon App
○ Front page of the ap includes “Today’s deals” and “Order History”
○ Provides all of the different shopping departments
● Amazon website via phone
○ Similar set up compared to using the internet through the computer

25. Conclusion (Facts)
● Amazon currently has separate retail websites for the United States, Italy
Spain, Netherlands, Australia, Brazil, Japan, China, India, and Mexico.
● There are currently 341,000 employees
● Stock: $898.53 a share
● ALEXA: Amazon's most popular product