Internet dating worldwide
Then, in 2003, the company started airing its first radio ads.The ads featured real couples talking about how they met on e Harmony.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.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.
The stigma of meeting your soulmate through a website is dwindling by the day, experts say, especially for millennials and Generation Z.
While some online dating platforms fit neatly into niches, others cast a wide net for the hearts of every single person in America.
Take Tinder, the wildly popular dating app in which users “swipe right” to note interest in someone, or “swipe left” to reject them.
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?