Marketing

Online dating has been around for a while. And plenty of couples met over a dating website years ago, got married, and now have children. So it makes sense that one of the most established of these - Match.com - might want to prep the new generation when they start online dating. Why not use Mom and Dad as an example for what really works when it comes to love?

It’s not surprising the company is marketing to a new generation of online daters, considering the growth of the online dating industry. Last year, a report came out from a Harris poll that stated more than one in three American couples that got married between 2005 and 2012 met online.

Match.com was quick to jump on that study, touting its matching services for their own successful couples.

Match.com is one dating site that has stood the test of time, and managed to grow its user base over the years despite the onslaught of competition. This month the online dating giant announced its “MatchMade” Scholarship Contest, a $50,000 program open to kids of parents who met on Match. Launched over 19 years ago, Match claims it has led to more dates, more relationships, and more marriages than any other site. The company also says that over one million babies were “made” because of Match, so the company will continue to positively impact the lives of its members by offering a scholarship to the children of its success couples.

Match’s contest revolves around creative story-telling and social media sharing. The campaign kicked off with a video of young kids sharing their thoughts on everything from marriage to careers and college – but mostly about love and babies. The MatchMade scholarship contest is open to students between the ages of 13-20 nationwide, so it’s targeting an older demographic that will be ready for the dating pool soon.

To enter, students must submit a short video retelling their parents’ Match love story in a creative way - from their first messages exchanged on Match to the moment they knew they were meant for each other. Match will accept submissions through June 30, 2014, after which the company will select a group of finalists. In August, the public will choose the winner by sharing their favorite videos via Facebook and Twitter, and the winner will be awarded a $50,000 scholarship. The parents of the winner are part of the competition, too - they will be given $5,000 to put toward a getaway.

“Success on Match takes many forms, but of course there’s a special place in our hearts for the children involved in our members’ lives,” said Sam Yagan, CEO of Match. “By bringing their parents together, we’ve played a small role in the lives of more than one million MatchMade babies, and now with the MatchMade Scholarship Contest, we’re excited to extend that special relationship to helping those children pay for college.”

Single baseball fans are about to hit a home run.

If you’ve checked out the homepage of pretty much any Major League Baseball team recently, you probably saw a few ads advertising other single sports fans. On Athletics.com, for instance, ads on each side of the page featured an attractive group of potential matches and text that read "Meet other single Athletics fans.” A banner ad across the top said “Take them out to the Athletics game.”

What’s going on?

With baseball's regular season here, Match and MLB.com are coming together to give singles another reason to cheer this season. Baseball fanatics on Match.com will have the opportunity to connect online through 29 different fan pages (one for every U.S. team) for the duration of the 2014 MLB season – meaning they have way more to look forward to this year than their team making it to the World Series.

To get started, Match members can announce their allegiance to their favorite team (or teams, if they’re the indecisive type) by adding its logo to their profile. Match members can also search for other fans using a new community search tool that allows them to easily connect with members who have also added their favorite team to their profiles.

On the other side of things, MLB.com will be promoting 29 different MLB Club portals where singles can search for and connect with other fans of their favorite teams. When you find a fellow fan who tickles your fancy, you can take them out to the ballgame for the perfect first date.

Noah Garden, Major League Baseball Advanced Media's executive vice president of revenue, said "the Match.com conversation is one we've had on and off over the years to see if there's something we could do together." MLB hopes the promotion will give ticket sales a boost. "The idea is put like people together with similar interest and passion," he said. "There's still always room for more butts in the seats."

It sounds a little blunt, but I guess you've gotta appreciate the guy's honesty. And I'm sure there are plenty of die-hard baseball fans who will be pleased about having an easy way to weed out rivals. In fact, Match.com President Amarnath Thombre said the first question self-identified Yankees fans often ask of singles on the site is: "Who hates the Red Sox?"

Better have your answer ready before you log on to Match.com, baseball fans, or you just might strike out. For more on this service you can read our Match.com review.

If anyone knows how to crack the code of online dating it’s Greg Liberman. Liberman has been president and CEO of Spark Networks since 2004, giving him more insight into the industry than almost anyone else in the biz. He spoke with The Forward in early February about the tremendous success of JDate, the Internet’s most popular Jewish dating service.

Liberman chalks the company’s success up to one simple thing: “this company was built out of a need.” And not just any need – one specific person's need. One of the founders had recently been divorced and was looking to expand his social circle of single Jewish women. Out of that quest, JDate grew organically.

Once the site had gotten its start, it set itself apart from the competition by creating a strong culturally focused community. “Religion is obviously at the core,” says Liberman, “but the majority of the members are Conservative and Reform and interested in a more culturally based identity.” The site provided a meeting place for Jewish singles who wanted to continue the traditions they were raised with, but weren't interested in a heavy emphasis on faith.

When asked how things have changed over the course of JDate’s history, Liberman nominates mobile dating as the decade’s biggest innovation. Mobile is becoming an increasingly important part of our lives, and that includes our love lives. “We saw in 2013 a 114% increase in log-ins via mobile,” Liberman says of JDate. “People are connected all the time, and for us it’s really important. I mean, it’s a huge opportunity for us to continue to drive our mission.”

Mobile isn’t the only change in store for JDate. The site announced the launch of a new marketing campaign on Valentine’s Day 2014 that further stresses the “J” half of its name. The rebranding initiative – JDate’s first – is called “Get Chosen.” Liberman hopes that it will help strengthen the Jewish community and ensure that Jewish traditions are passed on for generations to come. He calls it a “fun, living, breathing campaign” designed to “remind Jewish singles of the cultural ties, not just the religious ones, that make dating, and ultimately marrying, someone else who is Jewish so special.”

The multi-platform campaign will begin immediately across various channels, including print, digital and social. In addition to adding the tagline “Get Chosen” to the logo, JDate revealed a new homepage design for the website. The company also plans to run digital billboards in New York’s Times Square and a street sign campaign throughout Chicago. Other creative elements, including television and web videos to support the “Get Chosen” theme, will roll out later this year.

A few years ago, Match.com became a household name when it comes to online dating. Now that mobile apps like Tinder have gained popularity and people are looking to newer and niche online dating sites like JDate or How About We, people are starting to see what else is out there.

In fact, social media, and Facebook in particular, are becoming players in the game. While traditional sites rely on new sign-ups and static searches, social media-friendly dating sites and apps pull information from a vast pool of active Facebook profiles and introduce you to friends of friends in your network. This has become a big draw for people, because most singles feel more comfortable meeting someone new if they have a friend in common. This is especially true for women, who are sometimes skeptical of the safety of online dating.

According to an article in Wall Street Cheat Sheet, entrepreneurs are just beginning to understand the importance of utilizing social media in industries like online dating, which could mean big revenues in the future. LinkedIn has gained traction in the social media space because the platform focuses solely on job seekers and networkers looking for career opportunities. There is a sense of trust when someone comes recommended for a job by a mutual friend or co-worker, so companies are looking to the service to attract new employees. So why not apply the same principal to those looking for a date?

I haven't been this excited for a comeback since the Spice Girls reunion. Here's hoping the relaunch of the OkTrends blog lasts longer than the relaunch of everybody's favorite 90s pop girl group.

The disappearance of OkTrends, the quirky but insightful blog of OkCupid, was always a mystery to me. It dominated the web while it was active, and is undoubtedly one of the greatest marketing ideas ever deployed, but for some inexplicable reason the blog fell dormant.

"From August 2010 to April 2011," says Digiday.com, "OkTrends posts averaged a staggering 32,500 Facebook likes and 4,222 tweets." With OkCupid co-founder Christian Rudder at the helm, the blog took off and introduced the site to millions of new potential users. But then, shortly after IAC purchased OkCupid in 2011, OkTrends disappeared and many felt that the purchase was to blame.

Rudder, however, firmly denies the suggestion. He cites a lack of time due to other responsibilities at OkCupid and a new book he's writing, called Dataclysm, that's due out in fall 2014. Rudder promises the book will be "a superset of all the stuff I did on OkTrends." Digiday adds that the book is described as "a witty, provocative, visually fascinating look at how 'big data' is transforming our understanding of race, politics, age, beauty, sex, humor, even history, and ushering in a new era in the study of human nature."

Ok, count me in. Sounds like an intriguing read. But what about that OkTrends blog, huh? Sometimes I prefer to digest my information digitally. Why not just hire another writer to cover while Rudder finishes his book?

"This is just going to sound very self-serving, but I just don't know if that's possible," he says. "I'm in the unique position of being a founder of the site. I just know it so incredibly well...I just don't know how you find someone out there that can do it."

A little narcissistic, maybe, but the man's probably right. It would be a disappointment for all of us if the blog came back and was only half as good as the original. Do it right, or don't do it at all.

The good news is, OkCupid is going the "do it right" route. Rudder plans to rekindle the blog in March, after he's submitted the manuscript for Dataclysm, and he promises it's going to be better than ever.

"I'm excited about starting it back up again," he teased in Digiday. "I'm definitely going to try and bring a new little twist."

Facebook's ad strategy is a subject of major concern for investors. Advertisements are the site's principal driver of revenue and now that it's a public company, Facebook must satisfy investors as well as its own internal team.

The outlook has been grimmer than anticipated for all but one group of advertisers: dating apps.

In June 2013, the top 20 grossing iPhone apps in the social networking sphere included at least 13 dating apps. Facebook-integrated apps like Tinder, a new app that's taking the market by storm, are becoming increasingly popular among social networking-savvy singles. But as Tinder grows, some older apps, like Are You Interested, a freemium app that's been downloaded 70 million times in its 6-year history, are suffering.

AYI monthly users have dropped from 7.3 million in November 2011 to 3 million today. Only 80,000 people have signed up for AYI subscriptions so far, reports Forbes, and revenue was static for 2012. AYI needs a new strategy if it's going to leverage the 20 million Facebook users who have already synced their profiles to the app and stay on top of the competition. To reinvigorate the brand, AYI turned to Facebook's mobile app install ads.

AYI began a heavy marketing campaign on Facebook's mobile offering, and within a month saw 200% more downloads than the previous month. Because Facebook's mobile advertising is relatively inexpensive, AYI was able to conduct tests to find their most engaged audiences:

• Canadian males & Brazilians of both genders aged 26-36
• Finns over the age of 36
• Americans over 30

And it's not just Facebook's impressive opportunities for market research that make it an ideal choice for marketers. Ads like those used by AYI no longer take users out of the Facebook app and into the app store to download, Users can install new apps directly from their newsfeed, which makes for an easier, more streamlined experience.

Some companies have a greater potential for Facebook ad success than others. Cliff Lerner, co-founder and CEO of Are You Interested, recommends Facebook mobile ads for companies that operate in multiple countries. Those companies, he believes, have the most to gain from the demographic testing that can be done on Facebook. He also advises targeting friends of people who have already installed the app and showing that connection to users who are more likely to download an app their friends are already using.

"Users don't behave differently on mobile but there's less competition for traffic right now and it's cheaper to acquire a user," Lerner says. Facebook's mobile offering may now be the hottest place for companies that rely on downloads to do business.