Brandstore online dating
Being All Things to All People Spurs Failure Direct marketing is most effective when the content of the message is designed specifically with a target in mind.
Email campaigns and contextual marketing are proving to be the top leaders of delivering a solid ROI for online dating companies.
As traditional consumers are now hearing more and more anecdotes about friends or colleagues meeting someone special online, they are becoming a more captive audience.
But this audience is complex, and the growth of several niches is creating new opportunities.
“We no longer do large CPM deals, but instead use email for loyalty,” says Steve Hartmann, online manager at e Harmony.
“The majority of our customers have tried another dating service and not been pleased.” In its advertising online as well as in radio and on television, e Harmony is using a real-life portrayal of active members to attract new ones.
Not only does Vanity Date admit to being "the world's most judgmental, shallow dating Web site,” it even allows members to vote on whether or not to accept applicants.
For example, the company is using 'value ads’ and retention in various email campaigns.Other creative featured average-looking members in banner ads on Yahoo! Known for a tongue-in-cheek advertising style, Yahoo!Personals currently boasts the leading market share at 18.23 percent, according to Hitwise. You have stories to tell, and passions to share, and things to talk about that are more interesting than the weather.Get noticed for who you are, not what you look like.