DM

DIGITAL MARKETING

INTRODUNCTION
Digital marketing is a component or factor of promoting and Advertising their goods and
services buy online marketing strategies for platforms like social media marketing email
marketing Search marketing and etc. Digital marketing is a very effective platform it helps the
company to grow and develop themselves in the market and attract several opportunity towards
the growth and success. The main aim of this report is to analyze and represent the critical
evaluation of the digital marketing strategies Of Zomato versus swingy within Marketplace. The
first part of this report will going to represent the background of the organization and their
existing digital platforms segmentations and competitors of the brand. In the second part will be
going to analyse and represent that critically evaluate social media email marketing and mobile
opportunities of the swiggy company which are adopted by them. Third part which is final part
will go to represent the the summary of the report and provide recommendations for swiggy.
BACKGROUND OF THE COMPANY
Swiggy is the biggest online food ordering and delivery platform of India which is
founded in 2014. Swiggy Is based in Bangalore and was operating in hundred Indian cities.
Zomato is an multinational restaurant of Indian country. Zomato caters information and user
reviews of restaurants and food delivery possibilities in options from their restaurants partner in
chosen cities. The Zomato was established in 2008 as Foodiebay and was renamed Zomato on
18 Jan 2010.
EXISTING DIGITIAL PLATFORMS
Swiggy is in online food delivery services which are founded in Bangalore was
established by Nandan Reddy and Sriharsha majety. The services of food delivery was started in
2014 with 6 delivery boys which provide food from several restaurants but now in 2019 it has
more than 6000 boys off food delivery from thousands of restaurants like CCD Burger King and
many more. The swiggy wallet several online platform in order to reach with more customers
and enhance their productivity in that is Search Engine Optimization social media marketing
email marketing and many more.
Search Engine Optimization swiggy has very elegant and sober website with several food of
options. Search Engine Optimization the factors which matters is one page in off page in order to
rank better in search engine results pages. Swiggy has H1 tag that it represents their website. As
this is very important factor in order to understand the web page and the website means what is
the meaning of this website and what they want to represent.
Social media marketing swiggy is very well reputed company and target several audience in
most famous platforms like Intagram YouTube Face book and many more. By using this
platform they grab several customers with their offers and advertisement. Swiggy very good

presence on social media platform with several pages approximately 862k on Face book and 127
K followers on Instagram. The swiggy company came with several campaigns in order to
develop consciousness and build a brand in order to operate successfully.
Email marketing the organization is using email marketing in order to sustain existing
consumers and get new consumer continuously in their subscriber list. It also support them to
raise their awareness and drive traffic and developing engagement among the customers. Swiggy
direct and followed email marketing campaigns everyday that is why it's become larger and
outstanding. Swiggy company working on several Google advertisements in order to reach with
more customers and provide several discounts on food. So, this is the platforms which are used
by the swiggy in order to attract and crab several opportunities in the market and become more
effective and amended.
Website
The Swiggy designed their website in E-comme which is called BundI in order to
facilitate courier services and shipping in the country. Bundi was halted and was reform in order
to enter into food delivery market. Zomato acquired or get Seattle based food portal which is
urbanspoon that led to the organisation comes or entry into the market place of United State and
Australia.
Search Engine Optimisation
This is the procedure of writing and designing and coding a website that purpose is to
develop the volume quantity and quality of the organization website by consumers that using the
existing search engines where the organic search result. The organization are required to
considered many things like domain name keywords content URL to optimize and evaluate their
website. SWIGGY applied Search Engine Optimization strategy in order to rank for terms like
order food online on Google this will going to support them in acquiring and getting more traffic
to their website.

Organic traffic
Organic traffic represents the amount of visits a website gets from the search result of
Google. Since Search Engine Optimization for a first to Grab more audience and create more
customer base so the organic traffic becomes the much essential metric to evaluate the success of
Search Engine Optimization. The above-mentioned data on Matrix represent that the organic
traffic of swiggy is 4.6 million per month on the other hand the Zomato gets 24 million visits per
month. That means the Zomato Search Engine Optimisation is much better SWIGGY.
The reason behind swiggy's organic traffic:
The more web pages which are required by the organization then it's become more possibilities
to rank in Search Engine Optimization results. Swiggy create or has their big website with
several pages approximately 285 K and that is why they ranking for 301 k keywords on Google.
The top three Google outcomes get 75% of total organic traffic means this create ranking much
in very important. Swiggy does very great and amended job by ranking for 19.3 ke keywords in
amended positions. Back links are the upcoming hyperlinks to a website and they are very
essential due to Google drive links on the website. Swiggy.com has 0.25 million Parkland that
are much lower than there are other competitors like Zomato. That means the best Search Engine
Optimisation is Zomato because they get 24 million traffic per month and they have better
buckling and websites on Google page.

Swiggy search engine marketing strategy:
Apart from Search Engine Optimization the company's swiggy also uses some advertisement of
Google in order to get more traffic on their websites. Now there are few swiggy search engine
marketing efforts which is using paid search traffic data and that are mentioned below:
Paid search traffic this represent the amount of visit on a website which going through
from Google advertisement for stop this is the one of the most expensive kind of digital
marketing. From the above data it represent that swiggy got 165 k visit from last month while
operating or directing advertisement for 136 keyword that cost them 5.4 million. So there are ad
that generate 77% off paid traffic on Google.

From the above mentioned data the Zomato got 183 k visits from last month and they
approve that they are much more and more cost effective. As they are getting 183 k visit for only
rupees 3.6 million so here they generate 57% of traffic.
The reason behind swiggy is expensive traffic:
The swiggy company get less traffic as compared to the Zomato even after paying a lot
like 33% more so there are few reason behind this. The first reason is that this swiggy is
operating on directing their advertisement on their competitors like Zomato. This is something
which is very good strategy in order to get the competitive consumers but it leads to pay more for
the advertisement because of their deficiency in relevancy. Another reason that swiggy is much
higher for the advertisement on the brand name. They pay rupees 33.5 per click for the keyword
swiggy and on the other side Zomato pays only rupees 20 on per click for the keyword Zomato.
Google advertisement is also for s paper click advertisement due to to when the
organisation have to pay when somebody Clicks on the ads of the organization. So if the
advertisement which is presented on Google has high click rate than Google reduce the cost of
these ads. So Google advertisement rates of ZOMATO are much higher as compared to the
swiggy that is why they have to pay lesser as compared to the swiggy. Has been analysed that

Zomato is much more cost effective as compared to swiggy in context of search engine
marketing. Zomato is very experienced as compared to the swiggy.
Segmentation in the Marketing Strategy of Swiggy
Swiggy under demographic segmentation targets the youngsters. The segmentation ages include
the teens, who will find it very convenient to deliver food at their doorstep, the next target group
are college students as well as those who work at the workplace and find it difficult to visit their
favorite restaurant. The psychographic segmentation, it targets the customer who assumes that
getting food delivered to them is better than driving all the way to the restaurant and avoiding all
the traffic in the area. Swiggy targets people who would like to enjoy a relaxed lifestyle.
Target in the Marketing Strategy of Swiggy
Swiggy was able to appeal to the large target market and the features, ages, and attitudes of these
audiences varied. Looking at the size of the market in India, Swiggy has a large population to
target but its primary and ideal target demographic is between the ages of 18-35.
Swiggy target students at the college, working professionals or businessmen who have a nice
lifestyle and who live in posh locations.
Positioning in the Marketing Strategy of Swiggy
Swiggy not only made the food delivery an extended arm of restaurants and made a good profit
from this company. Swiggy’s key marketing tool is an app that helps clients get the food they
want, wherever they want.
All the marketing efforts made by my Swiggy have helped to build the impression that Swiggy
makes life simple and comfortable for its customers and offers the best customer experience and
strives to please both the partner restaurants and the customers with the services.
It’s going to revolutionize how people consume their food. This has the slogan “no customers go
hungry” and with a click of the button lets customers connect to their favorite restaurant.
Competitive advantage in the Marketing Strategy of Swiggy
The sharp emphasis on logistics: Swiggy seeks to manage the entire supply chain of the
experience of the consumer and this approach has helped to prevail in the market place. Swiggy
has done a lot of things well and one of them is an outstanding emphasis on the operation’s
logistics.
From the outset, Swiggy realized that cracking the distribution market was creating a robust
logistics network out of which Swiggy developed a sound and sustainable business model.
Business strategy

In 2014, Swiggy was a late entrant in online food supply and ordering rooms, but it has now
become a billion-dollar business, and Zomato is now playing catch up. Swiggy has its own
growing fleet of supply partners and the fleet is growing with 1.25 lakh partners currently
operating.
This has helped Swiggy to fulfill its promise of delivering food to customers with just one tap
within 30 minutes. Swiggy recently introduced the Swiggy Access kitchen, the ready-to-occupy
kitchen provided to restaurant partners rent-free access with all the required amenities, Swiggy
aims to provide restaurant owners with assistance in optimizing their kitchens with regard to
demand forecasting, stock planning, and order editing, etc.
Technology focus on the Marketing Strategy of Swiggy
Swiggy is a food technology business with a key logistics platform, and Swiggy leverages
heavily technology to help clients and delivery get the best service. All conditions are analyzed
with the aid of data analytics such as traffic conditions, estimate the restaurant preparation time
based on the number of orders, the position of delivery managers to smartly deliver the delivery
time, and pledge to end customers.
The restaurants of the partnership get a snapshot of all the main operating indicators and all the
financials. In the context, Swiggy has analytics engines that mine customer data to assess tastes
and help Swiggy’s restaurant partners with the right ones.