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In the words of the great Beyoncé, “All the single marketers (All the single marketers). ” When I got out of my last relationship, my boss suggested that the best thing I could do was throw myself into my work. I don’t think a blog on what online dating has taught me about personalized marketing was what he had in mind, but here we are.
So, I thought, maybe my swiping/liking/super liking/charming/favoriting experience will help some savvy and perhaps not-so-single marketers out there rethink the way they’re shaping their campaigns.Note that the last two are currently only available to i OS users, which means that I’m restricted to my current three platforms (#Droid For Life).I’ll let you do your own research about other dating sites like JDate, Farmers Only.com, Cougar Life, and the list goes on.That being said, I’ve heard of all types of relationships resulting from every type of platform, regardless of said “purpose” or stigma.I realize that each app is in and of itself a different marketing channel.For instance, what works for mobile may not work for social, and thus what allows you to connect on Tinder won’t likely cut it on Coffee Meets Bagel.
I’m looking at you, guy who posted five pictures of himself planking—but with no bit of insight into who you are beyond that.
The key difference is that in marketing, different channels must live in beautiful harmony.
And if not, at least it will provide some entertainment. And on this battlefield, each online dating platform requires a different strategy.
First, let me break down the stereotypes of the apps that I’m most familiar with. Hinge leans more on the “let’s date” end of things.
Coffee Meets Bagel heads even further down that spectrum, while services like OKCupid are allegedly for those looking for more committed relationships because the buy-in is higher (more in-depth profile, sophisticated lead–er– scoring, etc).
Then you also have The League, which boasts quality over quantity, while Bumble emphasizes the idea of women leading the charge.