Then, in 2003, the company started airing its first radio ads.
The ads featured real couples talking about how they met on e Harmony.
Just ask Mark Brooks, who has worked in and around the industry for two decades.
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.
After about six months, the team translated that storytelling model to TV—and it was a hit.
Langston refers to TV as e Harmony’s “magic formula,” a method that helped them gain more users than any other medium at the time.
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.
How have these marketers made a difference and created a service few ever thought they would need?
Brooks says it’s something that isn’t often discussed, but the traditional way is for these websites to spend their way to growth via pay-per-click advertising and paid acquisition, as well as SEO and content marketing.
Companies with more money are able to advertise on TV where they can “go big or go home,” he says.
Reports say there are anywhere from 2,500 to 8,000 online dating platforms worldwide, all with their own unique claim or angle to attract users.
Pew Research Center reports that while few users were online dating in 2005, 15% of all Americans have used online dating sites or apps at some point as of 2015. Pew also recently reported that the share of 18-to-24-year-olds who use these platforms has nearly tripled from 10% in 2013 to 27% today.
According to Brooks, Tinder’s explosive popularity changed the face of internet dating with its launch in 2012.