For a “restaurant search and discovery service”, trigger is simple: “Hunger”, so just think when you are hungry and you want to order something online then what would be CDJ (customer decision journey)
Same problems are detected as above (Deeper directory levels & Schema i.e. structured markup), I need not paste the Screen shot of each search result that Zomato is ruling the SERPS in Google for most location queries.
See the meta tag analysis of Talabat vs Zomato, it would give us a lot clear picture. In meta tag implementation Zomato scores 58 while Talabat only scores 8.
For Eg : Search Query is : [Query1] in [Location] where query1 is “Restaurant” and Location is “Bur Dubai” , then auto ads should trigger with destination url of dedicated to Bur dubai. Feed E.g.
The above remedies will make the code more SEO friendly and more shareable but to increase ZMOT+Instant conversions, multiple Adwords Campaigns are needed. (Either Dynamic or Automated) [Ruling the SERPs is mandatory to increase new customer base]
*For Arabic search terms SEO and SEM will have a different strategy all together like optimising pages and running SEM ads for below high traffic keywords in KSA (below is just a glimpse, we need extensive research and then strategy will be planned)
Arabic KW in KSA | English | Arabic Searches/Monthly (KSA) |
مطاعم الرياض | Riyadh Restaurants | 12100 |
مطعم كودو | Kudo Restaurant | 2900 |
مطعم هرفي | Harvey Restaurant | 2400 |
مطعم الرومانسية | Romantic restaurant | 5400 |
مطاعم الدمام | Dammam Restaurants | 1900 |
مطعم النافورة | Fountain Restaurant | 1900 |
Facebook:
I have been running Dynamic Product Ads, Automated Ads and Dynamic Retargeting ads on FB for a while now and just initial research on Business model starts feeding my brain with ideas.
Data is everything in marketing, but for successfully implementing a campaign you need to parse the data correctly, I can only see facebook audience tag on Talabat i.e. only generic audience is building (Page view tag) (I checked it on multiple pages but event pixel tracking is not implemented)
As Facebook Pixel Events are not tracked they are not running Dynamic Product Ads / Dynamic Remarketing on Facebook, which is a good opportunity for them.
Talabat should implement Facebook Event Pixel tracking and build segmented audience and then Dynamically target the audience as per their behavior with dynamic ads i.e. Say a visitor searched for Arabic food in Bur Dubai, Search pixel event can be triggered and an AD can be created to target that visitor for arabic food in bur dubai.
A dynamic feed can be created with each scenario and dynamic offers can be made tailored to visitor i.e. say a pic of Arabic recipe with message “10% discount on Arabic Cuisine in Bur Dubai” Blam!! on-spot , with Smartly.io we can execute it perfectly.
6. Conclusion
The actual analysis and real recommendations cannot be given as an outsider without auditing Analytics/Webmasters/AdWords and other marketing accounts, they might be using some marketing automation software but again without a proper CDJ optimisation strategy one cannot chalk out an Agile marketing plan. Even if you have a robust plan, implementation is one big pain in A…s 🙂
I tried my best to identify the GAP areas rather than being laudatory of what they have done, sincerely speaking they are doing good but sensibly speaking (from experience) they can do better.
Do leave your comments and queries and if you can add something to my ideas it will be Icing on the Cake.
Update added on 26/04/2016
Example of CDJ:
I was browsing Instagram yesterday (25th of April at night approx 1 am), I normally love to browse location and latest posts to see what is happening in Dubai, and I came across a Bar cum lounge “The Act Dubai” night life was bouncy there and people had posted awesome pics… curiosity built up and I wanted to know the entry price for 2, instantly I searched Google “Price The Act Dubai”
Viola! now I can test the depth of my pocket :), without deflecting to any website “Zomato” gave me the answer, I repeated a same (actually I searched for many lounges as I was enjoying cool nightlife of Dubai “The Power of UGC” ) with “The Vip Room Dubai” and the results were same:
The point is I was totally immersed in “ZMOT”. Discovered via Instagram, searched on Google, and ZOMATO leads, this is something which is in sync with smooth CDJ, starting from trigger till discovering the actual service, point is nothing came in between i.e. branding/direct marketing were not part of this journey.
You have to “mark your mandatory presence” in this journey be it via any method i.e. Paid or organic. I think I made my point clear if not am open for discussion.
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