MarketingPlan Tinder
EXECUTIVE SUMMARY
The online dating industry has grown over the years with the stigma of online dating decreasing, as “75% believe there are fewer stigmas attached to finding love through ‘social networks’ as opposed to exclusive ‘dating sites’ (Online Dating, Mintel 2009). With enhanced technology, individuals are becoming more comfortable communicating via technology with some even preferring it over face to face communication. Out of 3000 adults between the ages of 20 and 40 surveyed, 46% find it easier to meet someone through a social network than in the flesh, with 57% feeling more confident with this approach (Online Dating, Mintel 2009). In addition.“39% said, they preferred the online method as they could get to know someone before meeting them, and 44% agreed that it is now considered ‘cooler’ to find romance online rather than via more traditional routes.”
As a result, many online dating services are surfacing. Companies like Match.com, Eharmony and Ok Cupid offer matchmaking services based on lengthy questionnaires that members are required to complete upon registration. These lengthy questionnaires aid in their matchmaking software in connecting you with “compatible matches”. Although these companies recommend matches based on detailed information, it does not eliminate other users from connecting with your profile or communicating with you. Tinder, is unlike the rest of these services. It eliminates the hassle of lengthy sign ups and profile searching. The lack of extensive profiles about yourself makes the app feel less serious and personal, but rather exciting and intriguing. It keeps the match search plain and simple. Sign up through facebook, select a few pictures, set a few parameters and you’re finished. Happy swiping.
With the growth in social media users, ad sales for social networks have increased. With a projection of $7.1 billion in social ad sales for 2014 (Social Networking,Mintel 2013) free apps such as Tinder are considering selling
The online dating industry has grown over the years with the stigma of online dating decreasing, as “75% believe there are fewer stigmas attached to finding love through ‘social networks’ as opposed to exclusive ‘dating sites’ (Online Dating, Mintel 2009). With enhanced technology, individuals are becoming more comfortable communicating via technology with some even preferring it over face to face communication. Out of 3000 adults between the ages of 20 and 40 surveyed, 46% find it easier to meet someone through a social network than in the flesh, with 57% feeling more confident with this approach (Online Dating, Mintel 2009). In addition.“39% said, they preferred the online method as they could get to know someone before meeting them, and 44% agreed that it is now considered ‘cooler’ to find romance online rather than via more traditional routes.”
As a result, many online dating services are surfacing. Companies like Match.com, Eharmony and Ok Cupid offer matchmaking services based on lengthy questionnaires that members are required to complete upon registration. These lengthy questionnaires aid in their matchmaking software in connecting you with “compatible matches”. Although these companies recommend matches based on detailed information, it does not eliminate other users from connecting with your profile or communicating with you. Tinder, is unlike the rest of these services. It eliminates the hassle of lengthy sign ups and profile searching. The lack of extensive profiles about yourself makes the app feel less serious and personal, but rather exciting and intriguing. It keeps the match search plain and simple. Sign up through facebook, select a few pictures, set a few parameters and you’re finished. Happy swiping.
With the growth in social media users, ad sales for social networks have increased. With a projection of $7.1 billion in social ad sales for 2014 (Social Networking,Mintel 2013) free apps such as Tinder are considering selling
References: Mintel. (2009). Online Dating-- February 2009. Retrieved May 8, 2010 from Mintel Reports database.