Online Dating in The New York Times & The Washington Post

July 20, 2009 | By Marc Porcelli | No Comments »

This past weekend both the New York Times and the Washington Post featured articles about online dating.

The New York Times article, Blinded by Science in the Online Dating Game discussed some of the different methods that online dating sites such as Chemistry and eHarmony.com use to attract users to their sites.

Online dating sites, like most businesses are all about reaching the maximum amount of users in a manner that makes money. Online dating sites ultimately make money through one form or another of segmentation. Chemistry and eHarmony market to users who want long-term relationships, or users who are looking for marriage. The key is to market to any given segment’s emotional needs.

The Washington Post article, Room for Maturity in Modern Dating Age discusses how seniors are increasingly finding significant others online. Like Facebook, domestically the largest growing segment for online dating sites is occurring in the 50+ age demographic. Due to this growth, marketers are increasingly trying to reach this growing segment.

Online dating sites will always have users interested in their services, but with so many sites competing for the same users, it is all about how these online dating sites reach, attract and retain them. The best way to reach, attract and retain is through relevant emotional targeting.

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Category: Marketing Strategy, Online Dating

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