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Today we will discuss Zomato’s crave-worthy push notification strategy which proved to be a game changer for them.
The business of online food delivery apps is a highly growing field and is characterized by throat-cut competition. The brands are coming up with new innovative marketing strategies to engage and grab the audience’s attention.
One such advertising strategy whereby marketers are informing the consumers about their products is using push notifications.
In the past, push notifications were all about presenting exclusive deals and discounts to the audience in a not-so-catchy manner. For example, we have all seen messages like, “ 20% discount on your next order using abc coupon code” or “Check our latest food items for this occasion.”
This type of pop-up message slowly turned boring and made the user turn off the notification of the app.
Then came Zomato, a popular food delivery app that addressed this problem and took the game of push notifications to the next level. They added humor and quirkiness to their slogans and kept the customers in the loop.
Zomato is a great example that proves the saying, “ Content is King” to bring in new customers and build new relationships. The brand made use of content smartly and enhanced brand awareness.
Whenever we download the Zomato app, those crazy notifications just pop up which takes us to the delectable world of food and compels us to open the app.
But what is the secret of their creative content that has won the audiences’ hearts?
Zomato’s creative push notifications are more than just words. They have a personal touch to it. They study the user’s previous orders, search history, and favourite cuisines to make the content resonates with the customers.
You will find the notifications addressing you by your name and referring to your birthday, This way, they initiate the interaction and connect with the customers on a deeper level.
Food is emotion and its love is universal. Zomato tapped into this sentimental appeal and used it to establish rapport with the audience. Through their notifications, they tried to evoke the emotions of people.
Zomato’s content is known for its humour, witty remarks, and heart-warming messages intended to make the audience laugh or bring a smile to their face.
Zomato’s copy aims to form a genuine bond with its customers. They tap into the everyday experience of the audience and write content that feels relatable. Zomato misses no opportunity to turn the notifications into a shared experience.
The notifications have perfect timing and usually show up when we are hungry or feel like eating something to satiate our tastebuds.
Emojis are a great way to convey feelings when words fall short and Zomato knows how to use them. Most of Zomato’s messages have playful and expressive emojis to show gratitude to their customers.
By adding emojis, Zomato adds an extra layer of fun and emotional nuances to its messages.
Zomato’s push notifications are the perfect blend to demonstrate engagement and customer value. Where other apps are trying to tempt customers with coupon codes and discounts, Zomato’s content is entertaining and engaging.
Though the goal of the content of all food delivery apps is to prompt customers to take action, the way Zomato is conveying is different.
According to reports, Zomato’s overall revenue for FY March 2024 increased 71% to Rs 12,114 crore from Rs 7,079 crore to what it was in FY23.
Marketing is all about empathizing with the audience and influencing them to buy your product or service. Zomato understands this very well.
Zomato’s personalized and catchy notifications are a great example that proves how engaging content reaches the audience more easily.
In this ever-changing digital landscape, content is an asset to capture the market. Audiences like to read content that tickles their funny bones. Hence, instead of doing boring promotions, brands should study what the audience wants to read and create content that touches them.
Zomato knows that content is way beyond words which makes them stand out in the crowd.