Radio commercial online dating

IBISWorld reports the online dating industry was worth 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.

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.

Competition has grown along with the size of the industry.

After about six months, the team translated that storytelling model to TV—and it was a hit.

You wouldn’t generally talk about Match, but on Tinder, you’d just show it around and talk about the experience.” How do these dating platforms grow?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.Even the boomers are getting in on the action, with online dating user share doubling from 6% in 2013 to 12% today.The stigma of meeting your soulmate through a website is dwindling by the day, experts say, especially for millennials and Generation Z.

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