India is at the forefront of a digital revolution, now home to over 800 million internet users and ranked as a global leader in connectivity. This surge is powering our e-commerce to potentially reach $200 billion by 2026.
Interestingly, this groundbreaking shift in 2023 led to digital ad spending overtaking TV, grabbing a 44% market share with Rs 40,685 crore. Telling us a lot about where consumer attention is heading and underscoring the vital role of strategy-driven online marketing.
[SOURCE: dentsu-e4m Digital Advertising Report 2024]
Pertaining on the same grounds, food delivery apps like Zomato & Swiggy have emerged as leaders, not just by navigating but also by shaping the future of digital communication and establishing a benchmark for upcoming e-commerce Food Business Operators.
For a better understanding, let’s get into the nitty gritty of their marketing strategies:
Leveraging data analytics
These apps have understood early on that the modern consumer craves more than just a service; they seek a personalized experience that resonates with their preferences and current moments. By leveraging data analytics and AI, these food delivery apps are able to dissect vast amounts of customer data, enabling them to send personalized modes of communication.
This focus on personalization has not only elevated customer satisfaction but also solidified their market position, showcasing the power of technology in creating long-lasting customer relationships.
Capitalizing on real-time events
Both Zomato’s and Swiggy’s presence on social media is a textbook example of how to engage a digital audience effectively through moment marketing. With impressive followings across major platforms, they’ve mastered the art of drawing people in. But it’s not the numbers that tell the full story; it’s the interaction and engagement that set them apart.
Title: Social standing of Zomato and Swiggy as of 2024
The key to their success lies in tapping into current trends and understanding what resonates with their audience. For example, curating content that’s not only relevant but shareable and discussion-worthy. Like Swiggy tapping on the latest trends of viral dance videos, U19 WC event or curating their own Spotify wrap sheet.
This professional yet approachable way of engaging with their online community helps these apps to maintain their position not just as a food delivery service, but as brands that are genuinely connected to their audience’s interests and preferences.
Direct marketing
WhatsApp and email marketing have revolutionized the way Zomato and Swiggy connect with their customers, offering personalized and timely communications that resonate with their audience’s preferences. WhatsApp, known for its vast user base, serves as an ideal platform for these food delivery giants to send instant updates and engage in quick, conversational interactions. Whether it’s tracking a meal’s journey or sharing exclusive flash offers, the platform’s direct messaging capability adds a personal touch to every communication.
On the flip side, email marketing allows them to dive deeper, delivering content that’s rich in detail and variety. Whether it’s a mouth-watering newsletter showcasing the latest additions to the menu or exclusive email-only discounts, these brands use emails to cater to the wide-ranging tastes of their customer base.
Results?
The synergy of these strategies culminated in a significant FY23 revenue growth. Proving that when businesses listen and communicate in a way that is personal and timely, the results are meant to be extraordinary.
