Budget for an online dating
How have these marketers made a difference and created a service few ever thought they would need?
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.
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.
“This is a total virgin science,” Brooks quips with a restrained laugh from his deck in Malta.
With its minute base, e Harmony became “good at apologizing and asking people to hang in there” while competitors continued to enter the market.
Then, in 2003, the company started airing its first radio ads.