Zomato’s Porn addiction

Zomato

 

Yesterday a few startup related news sites published an article on Zomato’s new found fascination with porn sites and placing their Ad banners on those sites is a cheap and effective way to get more orders. I believe this news was published by NextBigWhat, QZ India, ScoopWhoop, TechCircle, AdAge, Medianama, Inc42, Track.in, ET Retail, and yes of course the fountainhead of all these reports is the Zomato’s Blog which published it first.

Now the key takeaways from the article are that

  • Zomato wanted to bring-in more loyal customers at a lesser acquisition cost.
  • It found a way out by using some of the top ranking porn sites and got their specially created Ads placed there.
  • Successfully established the proof of concept. Data suggests so.

So, I am sure many of the startups would be gearing up to experiment beyond Google, Facebook & Twitter now. However, don’t miss the biggest lesson Zomato has to teach…and possibly this is what it…

  1. Learn to get FREE publicity. All those people who have written about Zomato’s experiment have either written it for free (because their competitors were writing about it), or wrote at a throw-away price (because this topic has such a mass appeal). In essence, learn to attract media by what you are doing in a way which appeals the masses. And I am sure that the very reason why Zomato shared it on their Blog was to attract some free publicity. And they successfully did it.
  2. Other thing….Zomato, in all probability, is not the first company to have used porn sites for their Advertisement. But they are certainly the first company to say it loudly. And that makes the whole difference. Always .. always .. always talk about what you are doing or have done. This will create more followers than rivals. The usual mindset is to keeping things to yourself, but I wonder if that ever helps you get better results.

So, learn from Zomato’s strategy. Keep experimenting with your ideas and execution strategies. It was indeed brave of them to have spoken about it in public.

[A parallel thought I have on my mind is that Zomato is somehow trying to beat the usual route of marketing since long. If you remember their campaigns you will surely believe it. And this is an additional attempt to challenge the status quo of digital marketing. And this confirms that they have an in-house marketing team which is allowed to experiment and think out of the box. This certainly is not an outcome of any marketing/Ad agency’s creativity. 99 out of 100 times any Ad agency would advise against using a porn Ad network because of their clear lack of incentive in doing so. So this Zomato experiment is also a good time to re-evaluate your decision on creating an in-house marketing team and firing your Ad agency. Think about it as well.]

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