advice on dating younger women - Mark brooks online dating

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.

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IBISWorld reports the online dating industry was worth $2 billion in 2015 and poised for even more growth.

Industry marketers have proverbial dollar signs in their eyes and are trying to figure out how they can become relevant to users in unique ways.

Marketing minds from multiple online dating platforms, some old and some new, weigh in on how they plan to thrive with a fickle and ever-changing demographic.

In 2000, Grant Langston was asked to be a copywriter for a new startup website. He hesitated before taking it; the job was in Pasadena and he was pretty comfortable at home in Los Angeles.

According to Brooks, Tinder’s explosive popularity changed the face of internet dating with its launch in 2012.

The app grew from college campuses, Brooks says, as the company used a marketing program to entice “campus connectors” (or the “popular kids,” as he deemed them) to spread the word. “It’s such a hotbed on campuses that you can get these things to take off on campus with the right story and the right product. It’s one of the few dating apps that’s truly sharable.

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.

Companies with more money are able to advertise on TV where they can “go big or go home,” he says.

Even the boomers are getting in on the action, with online dating user share doubling from 6% in 2013 to 12% today.

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