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The stigma of meeting your soulmate through a website is dwindling by the day, experts say, especially for millennials and Generation Z.
Melanie Shreffler, senior editorial director of “The Cassandra Report” by Engine Group, which looks at emerging trends and youth behavior of people ages 14 to 34, found that platforms are looking to give a more realistic experience to win over more users.
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.
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The ads featured real couples talking about how they met on e Harmony.
After about six months, the team translated that storytelling model to TV—and it was a hit.
“People want the other person [they meet] to be real and not just some online façade,” she says.
Opportunities for the younger crowd to join an online dating service can be found in the numbers, such as the juxtaposition of 83% of young people Cassandra surveyed preferring to meet a potential partner in person but only 40% having ever actually asked someone on a date face-to-face.
As the world’s #1 source of dating industry news and analysis, GDI is uniquely placed to help professionals make connections and find new opportunities in the sector.
Every week, we update our list of jobs and post any new vacancies here.Companies with more money are able to advertise on TV where they can “go big or go home,” he says.Marketing has been a true difference maker in the industry, playing a key role across each site that has reached a critical mass of users.Brooks runs Courtland Brooks, an agency that provides strategy, marketing, business development, and media relations for companies in the online dating world.He’s worked with websites like Plentyof and and has seen the industry through multiple eras, from the early days of online personals to companies scrambling for mobile relevance.With its minute base, e Harmony became “good at apologizing and asking people to hang in there” while competitors continued to enter the market.Tags: Adult Dating, affair dating, sex dating