Match.com are looking to revolutionise the way hopeful singles view their site by launching groundbreaking marketing to advertise its MatchAffinity.com long-term relationship aspect.
In a recent article here on dating.org.uk, we revealed how Match.com’s current dating site membership didn’t view ‘marriage‘ as part of the success story as much as that of its fiercest competitor in the dating market place, eharmony. This is a timely move by Match as its rival has just launched its own TV campaign, only last week, featuring British couples. It’s about time these corporations realised that UK dating represents a different target market than other global dating site communities.
From the start of next month, their ‘Going the distance’ campaign will bring real-life documentary clips filmed this month to our TV screens as part of the dating sites long-term relationship drive.
This will incorporate Mike and Alanna out on the road, complete with TV crew, as they seek the answers from genuine couples into their beliefs into the secrets that have kept them together for so long.
Get involved on your facebook app
In another move that sees the dating site world getting ever closer to social media, anyone who downloads the facebook app dedicated to this campaign can prompt the couple. Singles, more than ever, are drawing upon their constant use of social media platforms to get closer to other lonely hearts; Match.com have been exceptionally smart in leveraging this obsession to help promote this series of real-life ads.
UK online dating predicted to grow to £150M in just two years
Katie Sheppard, head of relationships in the UK and Eire, believes that singles who the company are trying to attract through this campaign would rather see real-life people than hand-picked actors. There is a very real association from the prospective audience, for which the creators of this revolutionary dating site campaign should receive the due plaudits.
This particular brand within the company’s portfolio really does drill down into hopeful singles details when they are completing their dating site profile. In an attempt to grow their UK dating market share, which they believe stands at between 50-60%, Katie believes the best way to do that is by letting the people who contribute to the “hundreds of success stories…every day” tell the story themselves.
And that’s a share of a pretty big pie; market analysts Mintel predict that, by 2014, the gross income of UK dating will represent a cool £150M. If you want to be a part of the online dating success story, search our top dating sites for compatibility in minutes.