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.
IBISWorld reports the online dating industry was worth billion in 2015 and poised for even more growth.
The ads featured real couples talking about how they met on e Harmony.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.“People want the other person [they meet] to be real and not just some online façade,” she says.Opportunities for the younger crowd to join an online dating service can be found in the numbers, such as the juxtaposition of 83% of young people Cassandra surveyed preferring to meet a potential partner in person but only 40% having ever actually asked someone on a date face-to-face.Squishing aside, the increased interest has meant huge revenue.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.Brooks says it’s something that isn’t often discussed, but the traditional way is for these websites to spend their way to growth via pay-per-click advertising and paid acquisition, as well as SEO and content marketing.Companies with more money are able to advertise on TV where they can “go big or go home,” he says.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.