Have you ever thought of the ads and notification from Zomato ,an Indian online food ordering and delivery service owned by Eternal Limited. They always send us notifications about food as if we are their lover or friend. Yes! Zomato’s approach to notifications and ads is a fantastic example of moment marketing mixed with personalization. They’ve become an expert in creating a tone that feels like you’re talking to a friend, making their messages fun and relatable—which gets more engagement than generic, transactional messages .Let’s break down their strategy and explore how it works:
1. Friendly and Relatable Tone
Zomato’s notifications don’t sound like they’re coming from a corporation—they sound like they’re coming from a friend who knows your cravings.
Example Notification :
Hey, Hungry? Your favorite pizza place just dropped a new deal. Ready to order? ”
This friendly and casual tone makes users feel like Zomato is on their side, waiting to cater to their needs. It doesn’t feel like a hard sell, but rather a friendly nudge.
2. Humor and Wit
One of Zomato’s trademark styles is using humor in their notifications and ads, making it feel like you’re having a conversation with someone who understands your sense of humor.
Example Notification:
“Your pizza is almost here. It’s like your food has superpowers. ”
Or…
“You can’t resist, can you? Your favorite biryani is waiting for you.”
They add playful language, emojis, and light-hearted messages to make the experience more engaging and fun.
3. Timely, Relevant Offers
Zomato is great at sending offers and discounts that align with what you’re most likely thinking at that moment. It’s always in tune with your cravings, whether you’re tired after a long day or celebrating a special occasion.
Example Notification:
“You’ve had a busy week. How about treating yourself to a nice, cheesy pizza tonight? 25% off just for you.”
This type of targeted notification feels like a reward for your hard work and gives you an irresistible offer to make your day a little easier—and a lot more delicious!
4. Hyper-Personalization Based on User Preferences
Zomato also uses data to personalize content based on your preferences, order history, and even your location. For example, if you regularly order biryani or a particular restaurant, they’ll send notifications that cater specifically to your tastes.
Example Notification:
“Your favorite biryani place just added a new dish! Time to try something new?”
This level of personalization makes users feel seen and understood by the brand, and it keeps them coming back.
5. FOMO and Urgency
Zomato knows how to make you feel like you’re missing out if you don’t act fast. Using limited-time offers, flash deals, and seasonal promotions, they generate a sense of urgency without sounding overly pushy.
Example Notification:
“Last chance! Your midnight snack is waiting—order now before the deal expires! ”
This urgency nudges you to act quickly and makes sure that you don’t miss out on the deal.
6. Local Flavor
Zomato is incredibly effective at incorporating local language, culture, and references in its notifications. For example, in Kerala, they could use references to local festivals like Onam or Vishu, or even play around with popular Malayalam phrases to add that extra layer of local flavor.
Example Notification (Kerala-specific):
“The Onam sadya is ready to be delivered to your doorstep. No need to cook. Just enjoy! ”
It feels more like a part of the community than just a service trying to sell you something
7. Emotional Connection
Zomato isn’t just about food delivery—it’s about building a relationship. Through their notifications, they tap into the emotional side of food. Food is not just fuel; it’s comfort, joy, and part of every celebration.
Example Notification:
“Craving that comfort food? Your favorite chicken curry is just a click away. You deserve it. ”
By tapping into emotions, Zomato ensures that users feel good about their choices. The notifications aren’t about pushing sales, but about making users feel like they’re treating themselves.
8.Tapping into Movies & Cricket for Maximum Engagement
Cricket is not just a sport in India—it’s a cultural event. During major tournaments like the IPL, World Cup, or when local heroes like Virat Kohli or MS Dhoni are playing, the entire nation is glued to the screen. Zomato brilliantly takes advantage of this collective excitement, delivering push notifications that feel like a personal message from a friend.
Example Notification:
“Virat just hit a six. You should too… on your hunger.”
How You Can Use Zomato’s Strategy in Your Digital Marketing
As a digital marketing strategist in Kerala, you can incorporate similar tactics in your own campaigns:
- Create personalized content: Send notifications that resonate with users based on their preferences, purchase history, or location.
- Use humor and relatability: Make your brand feel like a friend rather than a corporate entity—this builds a stronger emotional connection.
- Tap into local culture: Especially in a place like Kerala, understanding and incorporating regional dialect, festivals, and local humor can help make your marketing feel more authentic.
- Encourage user engagement: Through friendly reminders, limited-time offers, and personalized deals, you can encourage action without sounding overly salesy.
Final Thoughts
Zomato’s ability to make their notifications feel personal, funny, and timely is a gold standard in digital marketing. They’ve mastered the art of speaking to their users in a way that builds loyalty and engagement. As a digital marketing strategist in Kerala, it’s important to remember that users don’t just want to be marketed to they want a relationship with the brands they love. Zomato’s push notifications and social media content are prime examples of moment marketing done right. By staying attuned to what’s happening in the world and crafting content that feels personal and relevant, Zomato has not only built a loyal customer base but has also mastered the art of staying top of mind in a crowded digital space. As a digital marketing strategist in Kerala, leveraging similar tactics—whether it’s for local festivals, sports events, or trending topics—can help create more engaging and human-centered marketing campaigns.
So, the next time you’re crafting a campaign, think: How can you speak to your audience like a friend?