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IBISWorld reports the online dating industry was worth billion in 2015 and poised for even more growth.Industry marketers have proverbial dollar signs in their eyes and are trying to figure out how they can become relevant to users in unique ways.Melanie Shreffler, senior editorial director of “The Cassandra Report” by Engine Group, which looks at emerging trends and youth behavior of people ages 14 to 34, found that platforms are looking to give a more realistic experience to win over more users.
Marketing has been a true difference maker in the industry, playing a key role across each site that has reached a critical mass of users.
How have these marketers made a difference and created a service few ever thought they would need?
Sixteen years later, he’s the vice president of brand marketing for that startup, e Harmony, which is now one of the most successful and largest subscription-only dating websites on the market How did e Harmony grow from a startup with no users to a mammoth with 45 million users? In fact, things were pretty bad in the first couple of years, Langston says, as the company relied solely on PR and online marketing and could initially only manage a “small trickle” of users.
With its minute base, e Harmony became “good at apologizing and asking people to hang in there” while competitors continued to enter the market.
“This is a total virgin science,” Brooks quips with a restrained laugh from his deck in Malta.
Brooks runs Courtland Brooks, an agency that provides strategy, marketing, business development, and media relations for companies in the online dating world.Then, in 2003, the company started airing its first radio ads.The ads featured real couples talking about how they met on e Harmony.According to Brooks, Tinder’s explosive popularity changed the face of internet dating with its launch in 2012.The app grew from college campuses, Brooks says, as the company used a marketing program to entice “campus connectors” (or the “popular kids,” as he deemed them) to spread the word. “It’s such a hotbed on campuses that you can get these things to take off on campus with the right story and the right product. It’s one of the few dating apps that’s truly sharable.Those who both swipe right on each other can begin a message conversation.Tags: Adult Dating, affair dating, sex dating