ZOOPLA: DIGITAL BUSINESS
Digital Marketing
Zoopla undertakes a combination of digital marketing strategies to target the new technological age. The integration of multiple types allows Zoopla to capture different audiences with time and cost efficiency. Strategies include:
Content Marketing
Zoopla creates different content through various digital channels. Youtube marketing campaigns (Zoopla.co.uk, 2022d), reels on Tiktok (Zoopla.co.uk, 2021e), virtual events (Zoopla.co.uk, 2022e), blog posts and podcasts (Zoopla.co.uk, 2022f) are some of the diverse channels utilised.​
Social Media Marketing
In addition to Tiktok, Zoopla’s presence on Instagram, Facebook and Twitter contributes heavily to brand identity and the amalgamation of ‘community’ (Zoopla.co.uk, 2021e).
SEO Marketing
To promote Zoopla’s service over competitors, search engine marketing is crucial to attract new audiences. Zoopla’s website returns in an extensive list of searches for all things property, however, Rightmove have the top spot on most (Lawrence, 2021)
Inbound Marketing
The above marketing strategies all contribute to the ‘pull’ mechanism (Chaffey, 2019). After viewing content put out by the company, consumers are drawn to the website as their choice for property searches, with direct marketing accounting for 47.57% of traffic (Similar Web, 2023). Consumers actively seek Zoopla’s service to fulfil property needs.
Mobile Marketing
The app has been crucial in increasing time spent on Zoopla and catering to the ‘on-demand’ society (Laudon and Laudon, 2022). Convenience is a key factor in digital business and connection to the site deepens when the platform is at your fingertips (Zoopla, 2021f; Zoopla, 2022g).
Recommendations
Currently, Rightmove are returning at the top of most property related searches (Lawrence, 2021). Zoopla should invest more budget into link quality and volume to compete against Rightmove's SEO marketing and take the top spot for popular search terms. This will attract the consumers who select the top result with no preference for either company. Once on Zoopla, the personalisation and customisation available will help secure their business.