Love is in The Air: Digital Marketing and Romance

14 February 2017

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 February 14, 2017
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DM and romance

With recent statistics showing that 1 in 5 relationships now start online, is it any wonder that digital marketing is the new Cupid? What can digital marketing really do for romance?

The (Google) Search for Love

In the 21st century words of William Shakespeare: “O Google, Google! Wherefore art thou Google?” When it comes to this famous day of love (and in the lead up to it), some interesting searches appear (psst, you can read about these here)…

Valentine’s Day search queries start to surface in early January, steadily increasing for around 6 weeks until reaching a peak in the lead up to Valentine’s Day. One third of Valentine’s Day related searches occur on smartphones, with a 36% year on year rise seen from 2013 to 2014.

Is your lover a last minute sort of person? Last minute Valentine’s gift searches on smartphones grew by 74% from 2013-2014, and – wait for it – around 15% of online shoppers still haven’t made a decision on a Valentine’s Day purchase for their no. 1 in the weeks before! Maybe now would be a good time to drop a few hints!

The saying “time is money” is especially true, as research has found that women spend more time deciding on a Valentine’s Day present, and men tend to spend more money: 42% of men intend to splurge at least £20 on a Valentine’s Day pressies versus just 29% of women.

The search for roses blooms around Valentine’s Day, with searches reaching 16 times above the January average. Now you’ve got the roses sorted, where should you go for dinner? Turn to Google! Searches for restaurants reach a peak that’s four times higher than the average in January.

You(Tube) Are The Only One For Me

It seems Google isn’t the only place that lovebirds are flocking to when it comes to Valentine’s Day… YouTube has seen a 33% year on year increase in Valentine’s Day related searches. These include cooking and baking how-tos and make-up tutorials to name a few – because we all want (and deserve) to look good and eat good food!

Celine Dion’s iconic “All By Myself” video also sees a spike in views on Valentine’s Day every year! (Don’t worry, we’re not judging you if this is your Valentine’s Day jam).

Online Dating

Internet dating first took off back in 2000 (feel old yet?!) where there were 100,000 dating profiles. Now, it’s estimated that there are 7.8 million singles online every month on their quest for love. Dating apps like Tinder and Bumble have also allowed a younger and more diverse target market to open up.

The revenue generated from dating sites and apps reached a record £166.6 million in 2014, and the UK online dating market is dominated by five key players: Zoosk, C-Date, EliteSingles, Match, and eHarmony, who together generate 60% of the total revenue.

Growing Online Dating Love

With the evolution of the smartphone allowing instant gratification, this most definitely applies to online dating… the likes of apps such as Tinder means singletons are digitally flirting and immediately meeting with the potential “the one” more than ever.

Who knew all it takes is a swipe right? This has meant that dating sites have had to keep themselves on top of the technical curve. Let’s look at Zoosk and eHarmony.

Zoosk

Zoosk’s main marketing focus is Facebook. They originally launched in 2007 as a Facebook app, and now boast 13.3 million Facebook fans. Zoosk’s marketing is data driven, with a large part of their marketing budget spent on mobile; Zoosk’s Facebook mobile conversion rate is between 5% and 10%, and this is because Zoosk is able to target Facebook users with a ‘single’ status.

Zoosk continue to maintain the high quality of the site and app, even introducing some top security features such as photo verification, building user trust.

eHarmony

eHarmony was founded in 2000, and today has around 45 million users. Surprisingly, eHarmony’s main method of marketing is TV advertising; eHarmony’s founder has stated that TV makes up 70% of eHarmony’s lead generation. eHarmony Singletons who opt for TV registration tend to register and subscribe a lot quicker.

However, eHarmony still encompass display ads and keywords as well as social media (even though it brings in less money). Twitter has 56.8k followers, and Facebook has 349,994 likes. Not bad for a startup!

Digital Marketing Love

As it stands, around 73% of visits to dating sites and services are via mobile, so the online dating future has an exciting adventure ahead! With mobile on the rise, why not fall in love with our mobile marketing services?

We also love building relationships, so feel free to get in touch, it will be the digital marketing start of something beautiful.

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