Marketing

This year eHarmony won the Customer Service Department of the Year at The 7th Annual American Business Awards. This award was presented June 22, 2009 at a ceremony in New York City with over 600 executives in attendance. Here is the list of honorees for the Customer Service Department of the Year:

STEVIE AWARD WINNER:

• eHarmony, Pasadena, CA

FINALISTS:

• Dice Holdings, Inc., New York, NY
• iCIMS.com, inc. Hazlet, NJ
• IHG Guest Services, Atlanta, GA
• LifeLock, Tempe, AZ
• The Venetian & The Palazzo Resort - Casino - Hotel, Las Vegas, NV

This year more than 2,600 entries were submitted for the American Business Awards in which over 200 executives nationwide judged to help decide the Finalists and Stevie Award winners. Other award categories included Best Overall Company of the Year, Best New Company of the Year and, Consumer Products Website of the Year.

To find out more on what these awards are all about and for a complete list of the 2009 American Business Award honorees in all categories, visit the ABA website. For more information on this popular award winning matchmaking service, read our eHarmony.com review.

We recently looked at the advertising market for this year and last (see Story) and in 2009 we are expected to see a decline in revenue earned when in previous years, online advertising was experiencing large double digit growth. I don't expect to see the free business model disappearing but it is going to get a lot tougher as companies spend their advertising dollars wiser. The funny thing with free dating sites is, they rely largely on paid dating sites for their income by displaying ads for them. If paid dating sites ever disappeared (which I do not see happening) then the free dating sites will as well.

Barry Diller, CEO of IAC (which owns Match.com and Chemistry), at a keynote address for the Advertising 2.0 conference said

I absolutely believe that the Internet is passing from its free phase into a paid system.

Diller is positive that relying on just advertising as a business model for most websites will not be sustainable in the near future. For his proof of success, Diller points to the iPhone and its popular App Store.

The problem with Barry Diller's iPhone example is, while the App Store has done extremely well, it never had any real competition. Once Google's Android mobile phone operating system matures and more companies bundle it with their phones similar to the iPhones functionality, it should be interesting to see if the iPhone continues to grab as much market share. The App Store is a very structured environment and Apple controls everything, this is both good and bad for developers. Android is open source software and free, this will spark more innovation but could create confusion for less tech savvy consumers.

For more on Diller's keynote address, read CNET News. Read our Match.com review and our Chemistry review for more information on these dating sites owned by IAC.

Match.com was the first online dating site to ever run a TV commercial back in 2004 (see Story). Now Match.com is the first to run pre-roll ads on YouTube (at least in the UK) against premium content. For online video there are 3 main types of advertising. Pre-roll runs before the video, in-roll runs during the video and post-roll, which is after the video. Ads will be sold on a CPM-basis by a sales staff and YouTube has stated that it will impose a limit of 30 seconds per ad. Both the video owner and YouTube will share in the revenue earned from displaying the advertising.

In 2008 the U.S. population was almost 304 million with roughly one third or 90 million people being single. YouTube has 80.7 unique monthly visitors and is the internet's 6th largest destination. The average user spends 54 minutes each month on the video site. This stats make it an ideal place for a dating site like Match.com to advertise since 62 percent of viewers fall in the key 34 to 55 plus age range demographic.

For more on the story, read Marketing Magazine from the UK and for more stats on YouTube, check out their sales pdf document. If you are interested in finding out more about Match.com UK, read our review of this dating site.

On April 30, 2009, President and CEO of AshleyMadison.com, Noel Biderman talks with the hosts of the View about the online dating service he founded. It is interesting to note that all of the dating sites which deal mainly with matching members up for intimate encounters, that Ashley Madison seems to be the one which is ok to talk about on prime time TV. People who use Ashley Madison are looking for someone to have sex with but not a relationship. This is pretty much the same thing as the members of such sites as Adult FriendFinder, Fling.com and Sex Search are looking for. Yet you will not find these sites talked about on The View, CNN, Good Morning America and the Ellen DeGeneres Show.

In the clip, The View starts off the discussion with one of the TV commercials produced for Ashley Madison. It shows a man and woman scantily clad and kissing with the following message being presented near the end This couple is Married ... But not to each other. It is similar to a commercial which was denied by NBC to be aired during the last Super Bowl (see Story). Of course all the hosts are up in arms about the concept but, I have to hand it to Noel he came off pretty good in the interview and answer each question well. The hosts also discussed how the actual site works and if there is any type of security (The Craig's List Killer was mentioned). Barbara Walters also asks Neil about his own marriage and what he is going to tell his 2 children (aged 1 and 4) what he does for work when they grow up.

The Lindsay Lohan's eHarmony Profile video which we reported about here, received almost 1.8 million views in 24 hours when it was posted April 13th, on Funny or Die. Since then, the video has had a total of over 2.8 million views. Her self-parody has gotten her press coverage beyond the normal gossip newspapers. ABC and The Wall Street Journal even took notice.

eHarmony is enjoying the free publicity. An eHarmony spokesperson noted:

We appreciate that Ms. Lohan recognizes eHarmony is the company that single people turn to when they are serious about finding a great long-term relationship ... Her parody of our advertising gave us a good laugh

The video is more about Lindsay Lohan poking fun of herself, than eHarmony. In her own way Lindsay is actually endorsing the dating site. By this I mean, when people watch the video they will wonder, if Lindsay thinks the dating service will work for her (with her screwed up life), then it must work for anyone!

For more information on this dating site, read our eHarmony review.

Usually Perfectmatch gets all the sweet media deals in movies and TV's when it comes to online dating sites (Dancing with the Stars, Must Love Dogs, etc..).

According to the unofficial eHarmony Blog, eHarmony will be the company who is the main sponsor of the The Newlywed Game TV show which is set to premiere April 6, 2009 on the Game Show Network. It is hosted by Carnie Wilson (her father was in the famous group, the Beach Boys). There are 40 episodes in the series and with the new retooled show, comes a twist. The winning couple of each episode will have a bonus round at the end of the show were they go up against a Goldwed couple. This is a couple that has appeared in a previous episode of the show that ran off and on through the 1960's up to the 1990s.

For more information on this popular dating site, read our review of eHarmony.