Online Dating Giants Spending More and More on Advertising — What Does It Mean?

Media sources report the two biggest online dating players, Match and eHarmony are cranking up their media advertising in 2014.

matcheHarmony

 

According to media tracking service, iSpot, through May 31, the online dating industry has spent more than $214 million on national TV spots in 2014, dramatically more than the $241 million for the full year in 2013. Of the 2014 total, the top five brands account for nearly 95% of total spending.

And of that greatly increased TV advertising spending, two brands, Match and eHarmony, together spent $130 million or over 60% of the industry TV spending in just the first five months of 2014.

So we have increasing total industry spending and giant increases in TV for the two leading players.

What can it mean?

1. Online dating is a large and, evidently, continually growing industry.

2. The top five online dating brands want to capture some of that growing customer audience.

3. Match and eHarmony each want to maintain a strong competitive position versus the other.

What it also means:

Online dating has some characteristics that are almost a bit like a scam. With claimed “member” totals infiltrated by scammers and inflated by counting those who have left the sites and “gone missing” and are inactive, online marketers need to continually attract new users to replace those lost from their proverbial “leaky bucket.”

That’s why many who have tried online dating to find a meaningful, long term relationship feel they are being emotionally churned about without any real progress toward their goal. Of course, from the industry perspective it’s all good, because each one of those people counts as a MEMBER!

And that folks is why the industry HAS to keep aggressively marketing its services. They need the NUMBERS, when it comes to member counts. Not successful relationships, not satisfied members, but large and increasing member totals … and those are increased by marketing and one of the most successful marketing tools is television advertising!

So there you have it. Big brands in online dating advertise a lot to keep their member totals up. And as their member databases grow, don’t you feel better about finding your special someone among them? I didn’t think so.

There’s got to be a better way ….and there is.

Stay tuned and please follow us on Twitter: @AsianWesternLov

 

 

 

 

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What do “tigers” have to do with online dating?

Tiger_Profiles

Evidently, at least in the United States, many guys have started adding photos of themselves, posing with a tiger, to their online dating profiles.

The Wall Street Journal reports there’s been an big increase of tigers in men’s profiles on online dating websites.  Whether the idea is to just be different, suggest he’s well traveled, a brave guy or something else, the use of tigers in online dating profiles seems to be reaching almost epidemic levels, with more and more big cats showing up in profiles of guys hoping to connect.

Now, we recognize everyone wants to stand out in their online dating profile, seem special and different…in a good way. However, if you’re using a tiger photo to juice up your appeal, and a large a large number of competing profiles are too, then the risk is you seem to be “just one of the guys,” and worse, lacking any real creativity. Then again, if you are a safari hunter in Africa, maybe it works.

In the Wall Street Journal article, one female user of a dating site reported the more tigers she saw online, the less original the photos seemed. She now compares tiger photos with writing “I love to laugh” on a dating profile—a cliché and, for her, an automatic rejection.

Our advice is it goes to show that you need to make your online profile uniquely and sincerely about YOU, not the photo set, props, or location. And maybe, just maybe, that means less is more.

Then again, it doesn’t seem that elephants are being used much in online dating profiles … yet!

 

 

 

 

In online dating it’s not good to catch a “Catfish.”

The highly respected United States reference resource, the Merriam-Webster Collegiate® Dictionary, has added new words for 2014, including catfish “a term that refers to a person who sets up a false social networking profile for deceptive purposes”. To be included in the dictionary’s annually announced new content, a word must be used and understood by a significant number of people.

catfish

Gee, if a lot of people using online dating services know and understand this new word, it probably means there’s a problem, don’t you think?

How to spot ONLINE LIARS.

I wrote a post a few days ago that highlighted some of the dangers and disadvantages of “online dating.”  The two major negative points were: 1) the extensive presence of downright “scammers” and 2) users that misrepresented themselves in their profiles or email exchanges, e.g. marital status, physical attributes, age,  income, etc.

liars

Now, it’s pretty hard to catch an online liar right off, especially if you can’t see them or research their claims and self-descriptions. However, Elizabeth Bernstein’s recent Wall Street Journal article on “How to Tell If Someone Is Lying to You in an Email,” provides a number of tips to give you an at least a fighting chance to detect when an online acquaintance is being less than honest.  Things to look for include the omission of personal pronouns and references, hedging or changes in subject when asked something and changing tenses in the middle of an exchange. There are many more, but for that you should read the article.

There should be a better, safer way to meet new people rather than online … and there is.
I will post about it in coming posts.