Showing posts with label dating. Show all posts
Showing posts with label dating. Show all posts
Friday, January 23, 2009
Monday, January 19, 2009
Juniper Research: There’s Money In Mobile Dating Services
The predictions are a bit optimistic in my opinion, but the suggested growth should make startups like the UK-based Flirtomatic
With 3G-enabled video chat and 24/7 access, mobile phones definitely offer a potentially strong medium for dating services, although I consider a great user interface that matches with its fixed counterpart and security two major hurdles to overcome. Also, the business model remains largely unproven; besides mobile advertising, some services charge a fixed fee for membership, others per message sent, and others provide free access but generate revenue from selling mobile virtual goods in addition. Juniper Research says the bulk of revenues will come from the subscription model, but the other models are definitely growing in number and weight.
It’ll be interesting if and how mobile social networks and applications that leverage devices’ location awareness (or a combination of both) will integrate mobile dating services into their offerings.
Tuesday, February 19, 2008
The dating game: can marketers play?
Members may sign up for a chance at love, but marketers shouldn't dismiss dating sites for their campaigns. Dating gurus from two of the space's top sites share their advice.
With millions of registered members returning with regularity to access mountains of in-depth data, dating sites can look like a promising platform for marketers eager to connect with users. But a cookie-cutter marketing plan won't fly with online daters. Here are some things to keep in mind as you adjust your campaign to meet some of the unique characteristics of the dating space.
Reach isn't everything
Sparks Networks has about 38 million registered members and 5 million monthly visitors. Similarly, eHarmony reports 17 million registered users, with nearly 3 million monthly visitors.
While those numbers may look similar to a lot of other sites and ad networks, it's important to look beyond raw reach, according to Jon Ward, VP, eHarmony Ad Solutions.
"These are audiences that have a high propensity to pay, often a premium, for great services like eHarmony where the lowest-cost plan is $59.95 per month," Ward says.
At Sparks Networks, which operates an array of sites that include JDate and AmericanSingles, each with its own fee structure, there's a similar play that goes beyond reach.
"Users rely upon us to connect them to the people and products that best fulfill their wants and needs," says Gail Laguna, VP Communications, Sparks Networks. "To do this, our members tell us a lot about themselves, including birth date, gender, ethnicity, religion, hobbies, profession and income, plus dozens of other self-identified interests. Our robust user profiles amount to an incredible volume of consumer data, which enables us to match businesses with the right consumers."
Community matters -- a lot
As with any community, the community sets the rules. While the dating space is no different, marketers need to be able to size up each of the diverse group of communities that make up the space.
"For marketers, we think a more conservative, large brand, general message is effective on our site," Ward explains, adding that no two sites are created equally in terms of community.
But dating sites, with their rich streams of member data, give marketers vital clues when it comes to crafting a campaign that will connect.
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