Marketing minds from multiple online dating platforms, some old and some new, weigh in on how they plan to thrive with a fickle and ever-changing demographic.
In 2000, Grant Langston was asked to be a copywriter for a new startup website. He hesitated before taking it; the job was in Pasadena and he was pretty comfortable at home in Los Angeles.
“This is a total virgin science,” Brooks quips with a restrained laugh from his deck in Malta.
He’s worked with websites like Plentyof and and has seen the industry through multiple eras, from the early days of online personals to companies scrambling for mobile relevance.Competition has grown along with the size of the industry. Just ask Mark Brooks, who has worked in and around the industry for two decades. It's estimated that 15% of Americans have used dating websites or apps, with numbers expected to rise in the next many years. Marketers have played a huge role in helping this industry grow from simple online personals to complex platforms with millions of users. New innovations and a growing user base now give marketers more data than ever to play with in online dating. No website has found the magic method of creating a love connection.Then, in 2003, the company started airing its first radio ads.
The ads featured real couples talking about how they met on e Harmony.
The Paris, France-based company has been rolling out slowly in the U.
S., launching in bigger cities such as New York City, Miami and Los Angeles. accounts for roughly 13%, or 1.75 million, of Happn’s user base.
Reports say there are anywhere from 2,500 to 8,000 online dating platforms worldwide, all with their own unique claim or angle to attract users.
Pew Research Center reports that while few users were online dating in 2005, 15% of all Americans have used online dating sites or apps at some point as of 2015. Pew also recently reported that the share of 18-to-24-year-olds who use these platforms has nearly tripled from 10% in 2013 to 27% today.
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.