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.
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.
This makes sense, as Global Web Index has reported that 74% of location-based dating app users, as of the 4th quarter of 2014, were in urban areas. Happn says it is adding 1.5 million users each month across the world (150,000 to 175,000 in the U.
S.), with an expectation of 30 million total users worldwide by the end of 2016.
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?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. 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.Those who both swipe right on each other can begin a message conversation.