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Learn about Swiggy digital marketing strategy in detail. Find out how the platform uses SEO, social media, paid advertising and email marketing.
Swiggy is a food-tech platform from Bengaluru. According to SEMrush, its total funding is $4,828,380,000.
Founded by Sriharsha Majety, Nandan Reddy and Rahul Jaimini in 2014, it now offers online food delivery services in 500 Indian cities. It is one of the main competitors of Zomato and has 1,25,000 restaurant partners along with 2,00,000 delivery executives.
For today, let’s do a comprehensive analysis of Swiggy’s digital marketing strategy. This case study will show you how the brand gained online success in a few years.
To jump to each marketing strategy, click on the links below.
Irrespective of industry, digital marketing is necessary for every brand today. There are also many different subcategories that brands need to use to gain the maximum ROI and enhance customer experience.
The following features the most effective strategies and channels that have made Swiggy a delivery service behemoth online.
Swiggy optimises search engine visibility by following the recommendations of Google ranking factors and using SEO best practices. Have a look at SEO Guidelines as a reference.
Here is Ubersuggest data on Swiggy for the date of February 15th, 2022 that will give you an idea of its SEO strategy.
Organic Keywords: The domain organically ranks for 904,810 keywords
Organic Monthly Traffic: The monthly organic traffic for the domain is 5,170,370
High Search Volume Keywords: Swiggy uses high-volume keywords that are in the top position of the Google search engine.
Keywords such as ‘Online food order’ have a search volume of 40,500 per month. Similarly, related keywords including ‘online order food’, ‘order food online’, ‘order online food’ and ‘food online order near me’ have the same monthly search volume.
Lower Search Volume Keywords: Swiggy also chooses keywords that are in lower rankings on the Google search engine. These keywords have an average monthly search volume of 8100 to 9900.
Let’s look into the on-page SEO elements on the Swiggy website.
Swiggy’s on-page SEO includes all the necessary elements for search engine visibility.
As you may know, the title tag appears as text, describing the content of the page. So, as a best practice, the title tag should be up to 60 characters.
This is because the search engine results pages (SERPs) are able to display them properly, according to Moz. But Google does not specify the exact character limit.
Swiggy’s title tag has 90 characters, as per the SEO META in 1 Click plugin on Google Chrome.
Meta descriptions should be short, up to 320 characters. Swiggy uses 337 characters. But again, it is not a ranking factor on Google SERP, according to John Mueller. If the page does not have a meta description, Google rewrites it.
In terms of headers, Swiggy has the right distribution, meaning, there must be one H1 header for a page, followed by H2, H3 and H4.
A major part of a website’s success comes from being mobile responsive. It is a Google ranking factor on user experience.
On Google Search Console, you can test the mobile-friendliness of a site. Swiggy is mobile responsive.
As per SEMrush data, the number of mobile users for Swiggy is more than desktop users.
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Swiggy digital marketing strategy can’t be explained better without its use of social media.
Swiggy uses social media to engage with its millennial target audience. With 304K followers on Instagram, it regularly posts on the platform on food order-related themes.
It is a mixed bag of funny and topical posts. You may also refer to and compare with Zomato digital marketing strategy.
For instance, when the mysterious monoliths appeared all over the world and took social media by storm, Swiggy took on that theme.
Back in December 2020, it asked its followers to pick up the sweet Indian dessert, which looked like a monolith. This post has received over 9000 likes on Instagram.
For brand awareness, Swiggy runs campaigns and relies on user-generated content.
One successful social media campaign was the #SwiggyVoiceOfHunger challenge in early 2019. All the participants had to do was use Instagram’s voice note feature to receive food vouchers for the entire year.
The brand announced it on Twitter.
Note that Instagram added the voice feature around two months back in 2018.
So, with this social media campaign, Swiggy saw a 40% rise in followers on Instagram and generated a 2100% increase in traffic (dentsu Webchutney).
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Swiggy uses paid Google ads to drive traffic.
Let’s look into figures as stated on the SEMrush tool. The keyword ‘swiggy’ has a monthly search volume of 1,830,000. The cost-per-click for the same is $0.20.
Now the monthly search volume for the keyword ‘zomato’ is the same as Swiggy. But the cost-per-click is lower, ie, $0.11.
This means Swiggy pays more than Zomato for its paid Google ads.
With 4.3 million unique visitors on the Swiggy website last month, Google paid ads contributed to 3.95% of traffic. This percentage was a 9% increase in traffic since December last year.
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Swiggy set a record with its email marketing campaigns. In 2019, it achieved a click-through rate of 7% and an open rate of 25% among its user base of a million. In the industry, brands get a CTR of 1 to 1.5%.
Swiggy collaborated with Netcore Cloud, a Martech product company that uses artificial intelligence for marketing automation and more.
With this collaboration, Swiggy could send 95% of emails straight to the Primary Inbox of Gmail users.
But the email marketing efforts did not end here. Swiggy focused on creating a good subject line. This was followed by a title and a CTA button that asked the users to check their coupons.
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This is Swiggy digital marketing strategy. If you want to apply these concepts to grow your startup business, go for digital marketing courses. Similarly, you can also specialise in separate subdomains with social media marketing courses, SEO courses, or email marketing courses.
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Who is the target audience of Swiggy?
Swiggy’s target audience is mainly between 18-35 years of age. This demographic constitutes college students to young working professionals. Compared to Zomato, Swiggy has also focused on customers who prefer home delivery of food and groceries through Instamart.
What are Swiggy advertisements?
Swiggy advertisements are for restaurant owners who want to boost their sales within the app for a specific duration, time, and slot. Swiggy ads are based on the cost-per-click model. Restaurant owners only have to pay for ads when the user clicks on the ad. Mostly, restaurant owners put banner ads or roadblock ads that users can instantly see when they open the app. This is primarily the advertising strategy of Swiggy’s restaurant partners.
Who has the biggest market share – Zomato or Swiggy?
Both apps dominate the Indian food delivery market, contributing 90 to 95%. But Zomato, according to Firstpost, has increased its market share to 55%.
Is Swiggy a SaaS company?
Swiggy has recently invested in a SaaS (Software-as-a-Service) company and restaurant management platform, UrbanPiper, along with Zomato.
Aquib is a seasoned wordsmith, having penned countless blogs for Indian and international brands. These days, he's all about digital marketing and core management subjects – not to mention his unwavering commitment … Read Full Bio
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