Zomato

• Zomato first started off as a search and discovery platform for the restaurant industry.
• It provided information on the various restaurants, menus, and prices.
• It offered in-depth information for 1.4 million restaurants across 23 countries. 
• With time, it evolved into a food delivery platform.
• Its target audience is aged between 18 and 35 and is tech-savvy.

Marketing Strategies

 Search Engine Optimization (SEO)

• Its organic traffic is 6,719,882 every month.
• Zomato takes up keywords and creates pages/links out of them. It ranks high on a number of keywords.
• We are not able to determine how it utilizes SEO as this information is not public.
• Furthermore, Zomato gets back-links from 12,274,172 unique domains.
• Additionally, it gets "233 back-links from high authority domains such as .gov and .edu domains."
• For all these reasons, it has garnered high website traffic.

 Social Media Marketing

• As of mid 2019, their social media pages had the following follower count:
• Instagram: 163,000 followers 
• Facebook: 1,913,566 followers 
• Twitter: 1.44 million followers 
• On these platforms, they post ingenious messages linking to current events, TV shows, and movies. Examples include:
• During the 2016 Olympics season, Zomato used the logo as circular coffee stains in a goldish-brown color with the statement "If coffee-drinking was a sport, we would take the gold!"
• Tagging on current affairs, they used the imagery of creating a border wall with Tacos with the message "Make Tacos, Not Walls "
• They also used phrases that associated with shows such as "How I ate your butter" and "Game of Cones."