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Marketing Strategies for Online Match Sites

Jul 22, 2009 @ 12:59 AM Marketing Strategies for Online Match Sites    

Posts: 10
It is interesting to observe the variety of marketing strategies for various online match/dating sites (or so I've heard! ;) wink wink nudge nudge). I appreciate this one because there, at least apparently, exists the ability to communicate with members.

What do they have in common?

* "Regular" and "Gold" memberships.

The problem with the "Gold" membership is it requires payment by credit card. The problem is obvious: it can be traced by one's significant other.

The marketing strategy of most sites is to require investment of time and mental effort to generate a profile, then search other profiles, and upon the user attempt to compose a message, present an "Upgrade!" screen.

This is brilliant marketing! Here's why: the user's blood has flowed from his brain to his, um, more intimate parts. He finds his mental acuity therefore disadvantaged, and is quite happy to punch in his personal credit card information.

The interesting thing about this particular site - which sets it apart - is that much of the revenue appears to come from online advertising.

Obviously it costs money to host a site, and a modest up-front investment to develop it (between $2000-$10,000 probably, for a site like this) which must be recouped. Ah, capitalism - we love it, and we hate it.
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