eHarmony has long dominated the online dating market for serious relationships, but faces new competitive threats. Its main competitor, Chemistry, was launched by Match.com and poses challenges due to its similar matching model, lower price, and Match's larger marketing budget. While eHarmony's matching process and research legitimacy give it advantages, it risks losing subscribers to Chemistry. The document recommends eHarmony defend its position by reducing barriers for users through new products and improved member experience, while also considering acquiring a niche competitor to expand its market.
This document discusses web usage patterns among different groups of women. It covers boomer women, teen girls, female entrepreneurs, and moms. For boomer women, the document notes that some were introduced to technology later in life and prefer traditional media over online purchasing. Teen girls are heavy users of social media for creative expression and connection. Female entrepreneurs face challenges in securing capital. Moms, especially millennial moms, rely heavily on the web for tasks like research, planning, and building social networks. In conclusion, the document emphasizes the importance of customer segmentation and tailoring marketing strategies to different groups of women.
This document summarizes the evolution of lie detection technology and the implications for law firms. It discusses how the polygraph has changed little since its invention in 1921 despite being considered one of history's greatest inventions. However, new technologies are enabling "big data" collection and analysis that can detect lies with near certainty by analyzing information from devices, social media, and cameras. This will significantly impact the legal system and law firms, which rely on discerning lies. Law firms need to take data security seriously to avoid hacks and protect client information. Overall, the ability to definitively detect lies through big data analysis represents a major technological and societal paradigm shift.
The document discusses several instances where corporations have had issues with blogs and user-generated content. It describes how Walmart's PR firm was found to be behind fake positive blogs about the company. It also discusses how Sony created a fake blog to promote its PlayStation Portable. The document also addresses privacy issues like AOL releasing user search data and a security breach on MySpace that exposed minors' private content. It describes legal actions taken against companies for violating privacy laws related to collecting kids' information online without parental consent. Finally, it discusses issues with user-generated contests and ads where content generated was more critical of the companies than they anticipated.
Large companies have increasingly used deceptive tactics on the internet to target audiences and market products, crossing legal and ethical lines regarding privacy and integrity. Edelman created fake blogs for Walmart, Ruckus Network set up a false Facebook profile to collect student info, and Sony admitted making "flog" fake blogs, while AOL released user search data publicly. Similar privacy breaches occurred at Hershey, Mrs. Fields, Xanga, and Myspace. As companies dominate the web, they sometimes overlook laws, so stricter regulations are needed to protect internet users' well-being.
FEED: The Razorfish Digital Brand Experience Report 2009Razorfish
How do consumers engage with brands in an increasingly digital world? That's the fundamental question we set out to answer with this year's FEED report.
The document discusses a technology called the Viral Brand Genome (VBG) that analyzes social media interactions and commerce behavior to map social networks and identify influential individuals. The VBG tracks how media like music and videos spread virally through social networks. It links this spread to commerce data to determine who influences purchasing behavior. Brands can then target influential individuals to help promote products.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
The document discusses the rise of online dating through internet sites and services. It notes that major sites like eHarmony and Match.com connect millions of people worldwide each year. While some sites guarantee matches, others are free, and paid services generally have higher match success rates. However, the document also warns that online dating comes with risks, as profiles are not always accurate and lies can be present.
This document discusses web usage patterns among different groups of women. It covers boomer women, teen girls, female entrepreneurs, and moms. For boomer women, the document notes that some were introduced to technology later in life and prefer traditional media over online purchasing. Teen girls are heavy users of social media for creative expression and connection. Female entrepreneurs face challenges in securing capital. Moms, especially millennial moms, rely heavily on the web for tasks like research, planning, and building social networks. In conclusion, the document emphasizes the importance of customer segmentation and tailoring marketing strategies to different groups of women.
This document summarizes the evolution of lie detection technology and the implications for law firms. It discusses how the polygraph has changed little since its invention in 1921 despite being considered one of history's greatest inventions. However, new technologies are enabling "big data" collection and analysis that can detect lies with near certainty by analyzing information from devices, social media, and cameras. This will significantly impact the legal system and law firms, which rely on discerning lies. Law firms need to take data security seriously to avoid hacks and protect client information. Overall, the ability to definitively detect lies through big data analysis represents a major technological and societal paradigm shift.
The document discusses several instances where corporations have had issues with blogs and user-generated content. It describes how Walmart's PR firm was found to be behind fake positive blogs about the company. It also discusses how Sony created a fake blog to promote its PlayStation Portable. The document also addresses privacy issues like AOL releasing user search data and a security breach on MySpace that exposed minors' private content. It describes legal actions taken against companies for violating privacy laws related to collecting kids' information online without parental consent. Finally, it discusses issues with user-generated contests and ads where content generated was more critical of the companies than they anticipated.
Large companies have increasingly used deceptive tactics on the internet to target audiences and market products, crossing legal and ethical lines regarding privacy and integrity. Edelman created fake blogs for Walmart, Ruckus Network set up a false Facebook profile to collect student info, and Sony admitted making "flog" fake blogs, while AOL released user search data publicly. Similar privacy breaches occurred at Hershey, Mrs. Fields, Xanga, and Myspace. As companies dominate the web, they sometimes overlook laws, so stricter regulations are needed to protect internet users' well-being.
FEED: The Razorfish Digital Brand Experience Report 2009Razorfish
How do consumers engage with brands in an increasingly digital world? That's the fundamental question we set out to answer with this year's FEED report.
The document discusses a technology called the Viral Brand Genome (VBG) that analyzes social media interactions and commerce behavior to map social networks and identify influential individuals. The VBG tracks how media like music and videos spread virally through social networks. It links this spread to commerce data to determine who influences purchasing behavior. Brands can then target influential individuals to help promote products.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
The document discusses the rise of online dating through internet sites and services. It notes that major sites like eHarmony and Match.com connect millions of people worldwide each year. While some sites guarantee matches, others are free, and paid services generally have higher match success rates. However, the document also warns that online dating comes with risks, as profiles are not always accurate and lies can be present.
The document discusses the rise of online dating through technology and the internet. It notes that major dating sites like eHarmony and Match.com connect millions of people worldwide each year. While online dating provides a convenient way to meet people, it also carries risks like potential lies in user profiles. The author encourages users to be wary when putting personal information online and meeting people found through dating sites.
Group buying sites like Groupon have experienced skyrocketing growth by leveraging social networking and consumers' desire for online deals. However, previous incarnations of group buying sites failed because social networking was less developed and customers were unfamiliar with the concept. The current iteration is more successful due to tweaks like revealing discounts upfront and offering very steep deals on local services and products not found elsewhere. While experts believe the social commerce model can be sustainable, there will likely be industry consolidation as many copycat sites cannot survive long-term and smaller businesses may struggle to earn profits from the deep discounts Groupon requires.
This document provides information about Venmo including its history, products, place, promotion, price, target consumer, competitive landscape, and analysis of competitor creative strategies. It was created by a group for a secondary research project on Venmo. The document summarizes Venmo's origins from two college roommates' idea to transfer money instantly via phone. It also outlines Venmo's growing popularity among millennials for splitting costs and its plans for a marketing campaign to promote awareness and usage.
Digital Marketing: Driving Business Growth With An Eye to In-House CounselFull Tilt Communications
MaryJane Mudd presented on digital marketing and how it can drive business growth. She discussed results from a survey of in-house counsel on their use of social media which found younger lawyers are more active on LinkedIn and blogs. Younger in-house counsel and those at smaller companies cited social media sites as leading sources of information. The ABA Commission is examining lawyers' use of social media and may provide guidance on balancing personal and professional use of these sites.
The document discusses several examples of dangers that have arisen from internet use:
Wal-Mart and Sony blogs were actually controlled by PR firms and used fake personas to promote products. Security issues with MySpace and AOL accidentally exposed private user information. Websites like Xanga and food companies collected children's personal data without permission, violating FTC standards. Contests from rum and auto companies led to complaints of rigging or allowing anti-company ads. The internet increasingly uses false identities and exposes private user information, requiring FTC regulation to protect consumers.
The document discusses how the internet is facing new rules and constraints as the wild west culture of lawlessness online has led to negative consequences. It describes how users, creators, platforms and authorities are all working to establish new rules and laws to address issues like misinformation spreading rapidly and the impact on mental health. While these new constraints will require brands to adapt, the document argues that constraints can actually spur more creativity and innovation if used properly. It suggests brands should respect this cultural shift and find ways to engage with audiences that walk the line of the new rules.
How to Optimize Nonprofit Fundraising with Text Messaging | Mobile Commons We...mobilecommons
Join us for an interactive webinar with Michael Sabat, VP of Business Development at Mobile Commons, as he explains the value of a mobile subscriber, how to implement text messaging as part of your fundraising strategy, and case studies on how non-profits have successfully integrated text messaging into their fundraising campaigns.
In this webinar, participants will learn:
- The value of using text messaging to engage supporters
- Tactics for moving subscribers up your ladder of engagement
- How to leverage SMS to optimize fundraising efforts and increase donations
The document provides information about Irn Bru, a popular soft drink brand in Scotland. It discusses Irn Bru's history, noting it was first produced in 1901 and changed its name in 1946. It is currently the third best-selling soft drink in the UK, outselling brands like Fanta and Dr Pepper. To advertise, Irn Bru uses humorous television commercials and posters featuring animals or people with witty taglines. The company strongly associates with Scottishness to appeal to Scottish consumers.
Virtual goods opportunities, challenges and acquisitionsDoug Thompson
When Metanomics first began broadcasting, virtual goods economies were just starting to be taken seriously. Now, the virtual goods industry has moved well beyond Silicon Valley and has the interest of Wall Street. The virtual goods industry has seen rapid growth over the past few years. They have redefined games where subscription-based models have been replaced by free-to-play games that sell virtual goods to a thin sliver of their player base: what are often called the ‘whales’.
Click here for the video
http://www.metanomics.net/show/virtual_goods_opportunities_challenges_and_acquisitions/
This document discusses the erosion of trust and privacy in the digital age. As technology becomes more integrated into our lives, collecting and monetizing vast amounts of personal data, incidents of data breaches and privacy violations are increasing. While consumers say they care about privacy and trust, their behaviors online do not always reflect this. Moving forward, societies will need to negotiate new regulations and norms around data use to find a balance between privacy, transparency, and a functioning digital economy.
Facebook, a company that didn’t even exist a decade ago, just crossed the one billion user mark. With over a billion users posting pictures, commenting, messaging and sharing web pages, the site could well represent a profound evolution in the human experience.
‘Hyperlocal’ web sites deliver news without newspapers ny times.comPatCFM
1) Several start-up websites called "hyperlocal" sites are creating customized news content for specific neighborhoods by aggregating data, links, and content from local sources like blogs, governments, and newspapers.
2) These sites aim to provide localized information to fill potential gaps left by struggling newspapers, collecting information on local crime, businesses, and events.
3) However, hyperlocal sites still face challenges in developing sustainable business models and generating sufficient revenue from local advertising given their small audience sizes for each neighborhood. Reliance on other sources for content is also a potential limitation if those sources disappear.
The document summarizes 20 of the best social media campaigns as reported by Forbes magazine in August 2010. The #1 campaign was for The Blair Witch Project in 1999, which used websites and message boards to generate buzz about the film months before its release, making it one of the first viral marketing successes. The #2 campaign was for Blendtec blenders from 2006 onward, which featured destructive videos of the blenders blending unusual objects like iPhones, boosting blender awareness and sales significantly. The #3 campaign was for Old Spice from 2010, which had spokesman Isaiah Mustafa respond to fan questions on social media, including proposing to one fan's girlfriend who accepted.
Blogs, Privacy, and User-generated Contentguestc19ad7
1) Several blogs promoting Wal-Mart, a PR client of Edelman, were found to be authored by Edelman employees, not actual customers as presented.
2) Ruckus created a fictional persona to attract customers, deceiving readers about the author's authenticity.
3) Zipatoni used viral marketing techniques like blogs to generate buzz for the Sony PSP without disclosing their involvement.
The document discusses how marketing to youth has changed in recent years. Where past generations rebelled against authority and mainstream values, today's youth are less interested in rebellion and more focused on creating solutions to problems. As a result, values-based marketing no longer appeals as strongly to youth, who are more focused on engagement and utility. The document suggests brands connect with youth in the areas of social media, pop culture, and technology by providing shareable content, contributing to their "strategic arsenals" of social tools, and creating experiences for them to discuss.
The document is a September 2011 business newsletter from News Online Xchange. It discusses trends in the online dating industry, including the growth of mobile dating apps and niche dating sites. It also provides an overview of technologies used by online dating sites to match users and convert them to paying customers, such as matching algorithms, psychological profiling of users, and communication options.
The document discusses the rise of social computing and connected consumption trends. It notes that 60% of major retailers have a Facebook presence and nearly half of traditional retailers increased their social media marketing for the 2009 holiday season. As social media has matured, it has become an important part of marketing strategies. The emergence of interest-based social shopping networks has contributed to consumers becoming more informed. Social shopping is now taking place on mobile devices as well through apps, with the iPhone being a popular platform for mobile social campaigns.
The document discusses several issues related to poor internet usage and online marketing practices:
1) Some companies use fake blogs and personas to promote their brands, but this is deceptive to consumers and can damage trust if discovered.
2) Privacy breaches on social media sites allow unauthorized access to users' personal information, making teenagers and children vulnerable online.
3) User-generated content campaigns aimed at attracting new customers, like contests, can backfire if not properly managed, as losing contestants may feel the competition was unfair and develop negative feelings towards the brand.
The document discusses the history and growth of online dating from Match.com's launch in 1995 to the billions generated annually by the industry today. It notes that niche dating sites have emerged to serve specific demographics and that mobile dating apps have become popular especially with teens and students. While online dating provides opportunities, it also poses safety risks like potential encounters with criminals. The concept of "catfishing" is explained, along with the MTV show it inspired. Overall, the document suggests that online dating has become a mainstream part of modern romance due to the variety of sites and erosion of the stigma once associated with it.
The document provides an overview of the global dating industry and dating app market. It discusses that the dating app market is projected to grow significantly over the next few years. It also describes the different types of dating apps available based on purpose, such as general dating apps, geo-location apps, matchmaking apps, and apps for specific demographics. Challenges in the online dating industry and trends in dating app usage are also summarized.
The marketing research report summarizes research conducted to help eHarmony increase its market share among millennials aged 18-24. In-depth interviews were conducted with 10 individuals in this age group, and 5 hypotheses were developed based on their feedback. A survey of 54 millennials then tested these hypotheses. Key findings included that millennials preferred a more affordable service, being able to meet matches sooner, and a separate site for casual dating. The interviews suggested hosting youth-focused events and adjusting advertising to appeal more to millennials.
The document discusses the rise of online dating through technology and the internet. It notes that major dating sites like eHarmony and Match.com connect millions of people worldwide each year. While online dating provides a convenient way to meet people, it also carries risks like potential lies in user profiles. The author encourages users to be wary when putting personal information online and meeting people found through dating sites.
Group buying sites like Groupon have experienced skyrocketing growth by leveraging social networking and consumers' desire for online deals. However, previous incarnations of group buying sites failed because social networking was less developed and customers were unfamiliar with the concept. The current iteration is more successful due to tweaks like revealing discounts upfront and offering very steep deals on local services and products not found elsewhere. While experts believe the social commerce model can be sustainable, there will likely be industry consolidation as many copycat sites cannot survive long-term and smaller businesses may struggle to earn profits from the deep discounts Groupon requires.
This document provides information about Venmo including its history, products, place, promotion, price, target consumer, competitive landscape, and analysis of competitor creative strategies. It was created by a group for a secondary research project on Venmo. The document summarizes Venmo's origins from two college roommates' idea to transfer money instantly via phone. It also outlines Venmo's growing popularity among millennials for splitting costs and its plans for a marketing campaign to promote awareness and usage.
Digital Marketing: Driving Business Growth With An Eye to In-House CounselFull Tilt Communications
MaryJane Mudd presented on digital marketing and how it can drive business growth. She discussed results from a survey of in-house counsel on their use of social media which found younger lawyers are more active on LinkedIn and blogs. Younger in-house counsel and those at smaller companies cited social media sites as leading sources of information. The ABA Commission is examining lawyers' use of social media and may provide guidance on balancing personal and professional use of these sites.
The document discusses several examples of dangers that have arisen from internet use:
Wal-Mart and Sony blogs were actually controlled by PR firms and used fake personas to promote products. Security issues with MySpace and AOL accidentally exposed private user information. Websites like Xanga and food companies collected children's personal data without permission, violating FTC standards. Contests from rum and auto companies led to complaints of rigging or allowing anti-company ads. The internet increasingly uses false identities and exposes private user information, requiring FTC regulation to protect consumers.
The document discusses how the internet is facing new rules and constraints as the wild west culture of lawlessness online has led to negative consequences. It describes how users, creators, platforms and authorities are all working to establish new rules and laws to address issues like misinformation spreading rapidly and the impact on mental health. While these new constraints will require brands to adapt, the document argues that constraints can actually spur more creativity and innovation if used properly. It suggests brands should respect this cultural shift and find ways to engage with audiences that walk the line of the new rules.
How to Optimize Nonprofit Fundraising with Text Messaging | Mobile Commons We...mobilecommons
Join us for an interactive webinar with Michael Sabat, VP of Business Development at Mobile Commons, as he explains the value of a mobile subscriber, how to implement text messaging as part of your fundraising strategy, and case studies on how non-profits have successfully integrated text messaging into their fundraising campaigns.
In this webinar, participants will learn:
- The value of using text messaging to engage supporters
- Tactics for moving subscribers up your ladder of engagement
- How to leverage SMS to optimize fundraising efforts and increase donations
The document provides information about Irn Bru, a popular soft drink brand in Scotland. It discusses Irn Bru's history, noting it was first produced in 1901 and changed its name in 1946. It is currently the third best-selling soft drink in the UK, outselling brands like Fanta and Dr Pepper. To advertise, Irn Bru uses humorous television commercials and posters featuring animals or people with witty taglines. The company strongly associates with Scottishness to appeal to Scottish consumers.
Virtual goods opportunities, challenges and acquisitionsDoug Thompson
When Metanomics first began broadcasting, virtual goods economies were just starting to be taken seriously. Now, the virtual goods industry has moved well beyond Silicon Valley and has the interest of Wall Street. The virtual goods industry has seen rapid growth over the past few years. They have redefined games where subscription-based models have been replaced by free-to-play games that sell virtual goods to a thin sliver of their player base: what are often called the ‘whales’.
Click here for the video
http://www.metanomics.net/show/virtual_goods_opportunities_challenges_and_acquisitions/
This document discusses the erosion of trust and privacy in the digital age. As technology becomes more integrated into our lives, collecting and monetizing vast amounts of personal data, incidents of data breaches and privacy violations are increasing. While consumers say they care about privacy and trust, their behaviors online do not always reflect this. Moving forward, societies will need to negotiate new regulations and norms around data use to find a balance between privacy, transparency, and a functioning digital economy.
Facebook, a company that didn’t even exist a decade ago, just crossed the one billion user mark. With over a billion users posting pictures, commenting, messaging and sharing web pages, the site could well represent a profound evolution in the human experience.
‘Hyperlocal’ web sites deliver news without newspapers ny times.comPatCFM
1) Several start-up websites called "hyperlocal" sites are creating customized news content for specific neighborhoods by aggregating data, links, and content from local sources like blogs, governments, and newspapers.
2) These sites aim to provide localized information to fill potential gaps left by struggling newspapers, collecting information on local crime, businesses, and events.
3) However, hyperlocal sites still face challenges in developing sustainable business models and generating sufficient revenue from local advertising given their small audience sizes for each neighborhood. Reliance on other sources for content is also a potential limitation if those sources disappear.
The document summarizes 20 of the best social media campaigns as reported by Forbes magazine in August 2010. The #1 campaign was for The Blair Witch Project in 1999, which used websites and message boards to generate buzz about the film months before its release, making it one of the first viral marketing successes. The #2 campaign was for Blendtec blenders from 2006 onward, which featured destructive videos of the blenders blending unusual objects like iPhones, boosting blender awareness and sales significantly. The #3 campaign was for Old Spice from 2010, which had spokesman Isaiah Mustafa respond to fan questions on social media, including proposing to one fan's girlfriend who accepted.
Blogs, Privacy, and User-generated Contentguestc19ad7
1) Several blogs promoting Wal-Mart, a PR client of Edelman, were found to be authored by Edelman employees, not actual customers as presented.
2) Ruckus created a fictional persona to attract customers, deceiving readers about the author's authenticity.
3) Zipatoni used viral marketing techniques like blogs to generate buzz for the Sony PSP without disclosing their involvement.
The document discusses how marketing to youth has changed in recent years. Where past generations rebelled against authority and mainstream values, today's youth are less interested in rebellion and more focused on creating solutions to problems. As a result, values-based marketing no longer appeals as strongly to youth, who are more focused on engagement and utility. The document suggests brands connect with youth in the areas of social media, pop culture, and technology by providing shareable content, contributing to their "strategic arsenals" of social tools, and creating experiences for them to discuss.
The document is a September 2011 business newsletter from News Online Xchange. It discusses trends in the online dating industry, including the growth of mobile dating apps and niche dating sites. It also provides an overview of technologies used by online dating sites to match users and convert them to paying customers, such as matching algorithms, psychological profiling of users, and communication options.
The document discusses the rise of social computing and connected consumption trends. It notes that 60% of major retailers have a Facebook presence and nearly half of traditional retailers increased their social media marketing for the 2009 holiday season. As social media has matured, it has become an important part of marketing strategies. The emergence of interest-based social shopping networks has contributed to consumers becoming more informed. Social shopping is now taking place on mobile devices as well through apps, with the iPhone being a popular platform for mobile social campaigns.
The document discusses several issues related to poor internet usage and online marketing practices:
1) Some companies use fake blogs and personas to promote their brands, but this is deceptive to consumers and can damage trust if discovered.
2) Privacy breaches on social media sites allow unauthorized access to users' personal information, making teenagers and children vulnerable online.
3) User-generated content campaigns aimed at attracting new customers, like contests, can backfire if not properly managed, as losing contestants may feel the competition was unfair and develop negative feelings towards the brand.
The document discusses the history and growth of online dating from Match.com's launch in 1995 to the billions generated annually by the industry today. It notes that niche dating sites have emerged to serve specific demographics and that mobile dating apps have become popular especially with teens and students. While online dating provides opportunities, it also poses safety risks like potential encounters with criminals. The concept of "catfishing" is explained, along with the MTV show it inspired. Overall, the document suggests that online dating has become a mainstream part of modern romance due to the variety of sites and erosion of the stigma once associated with it.
The document provides an overview of the global dating industry and dating app market. It discusses that the dating app market is projected to grow significantly over the next few years. It also describes the different types of dating apps available based on purpose, such as general dating apps, geo-location apps, matchmaking apps, and apps for specific demographics. Challenges in the online dating industry and trends in dating app usage are also summarized.
The marketing research report summarizes research conducted to help eHarmony increase its market share among millennials aged 18-24. In-depth interviews were conducted with 10 individuals in this age group, and 5 hypotheses were developed based on their feedback. A survey of 54 millennials then tested these hypotheses. Key findings included that millennials preferred a more affordable service, being able to meet matches sooner, and a separate site for casual dating. The interviews suggested hosting youth-focused events and adjusting advertising to appeal more to millennials.
If anyone is interested in trends in online dating and some fun....very factual do's and don'ts.....I was curious to see what is happening on all those sites out there....So I researched it and...
Props to Calvin Cheng for doing the layout and design. If anyone wants to make things beautiful, let me know and I will connect you with him!
The speaker discusses corruption in Jamaica and calls on citizens to take responsibility in addressing it. Some key points:
- Corruption is perceived as a serious problem in Jamaica according to surveys, though the scale may not be as large as in some other countries.
- Lack of trust in government and between citizens is undermining the economy, as it increases transaction costs and discourages business activity.
- While leadership failures have contributed to corruption, citizens must also change their own behaviors and demand accountability.
- National pride remains strong in Jamaica despite issues, and citizens want the country to succeed if problems are addressed. Everyone must play a role through open debate and collective solutions.
Competition Forum Vol. 9(2), 2011 481 Online .docxmaxinesmith73660
Competition Forum Vol. 9(2), 2011
481
Online Dating Services – Chronology and Key Features
Comparison with Traditional Dating
Azad I. Ali, Indiana University of Pennsylvania
Kustim Wibowo, Indiana University of Pennsylvania
ABSTRACT
Online dating services have become increasingly and widely used for large mix of populations. Despite numerous stigmas
attached to the people who are seeking such dating services, these kind of online dating services –it seems- are here to stay.
The number of people who are seeking these services is on the rise, and the figure for businesses and web sites that open for
this purpose is increasing as well. But how did we get into this state of web sites and how does it compare with old time
traditional dating. This paper gives perspectives on these kinds of dating services and provides a comparisonto what used to
be practiced before (we call it here traditional dating services). The paper starts by giving an introduction and a brief history
of online dating services. It then delves more into the different categories of these services, their key features, and then it
tabulates these key features with what used to be offered in old style traditional dating.
Keywords: Online dating services, Dating online, Tabulation of online dating service, Categories of online dating service
INTRODUCTION
Dating online has emerged lately to be a popular tool for meeting other people online and to establish a relationship (Orr,
2004). This kind of business has experienced substantial growth in terms of the profits that they are generating, in terms of
the membership and the people who are using it, and also in terms of the number of businesses that are offering these
services.
In terms of profits from online dating services, Mitchell (2009) provides evidence of the extensive growth of this kind
business and states that online dating web sites constitute the third most profitable kinds of business on the web. The list
below shows the most profitable of online business categories:
Top Online Paid Content Sites in 2008 by Category ($ in millions)
Digital music $1,732
Video games $1,866
Dating $957
To show the increasing number of people who are using these kinds of services, Gunter (2008) conducted a survey on some
30,000 online respondents in the UK. More than 3800 responded to the survey questions about the extent of their use of
online dating services. The following numbers were extracted from this survey:
- 29% said they used online dating services at least once
- 30% spent more than 200 British pounds on dating online
- 70% achieved at least one date
- 43% achieving at least one sexual relationship
- 9% found a marriage partner
Competition Forum Vol. 9(2), 2011
482
The number of businesses that are providing such services is on the rise also. Marsan (2008) estimated that there are about
800-plus online dating services. Th.
Mla Format Citation For Website With No Author - FoAllison Thompson
1. The document discusses building effective service learning programs in local communities to help change attitudes about teenagers and encourage their personal development.
2. Through participating in service learning programs, students can learn group dynamics, diversity their peer groups, and begin feeling a sense of civic responsibility.
3. Proper facilitation to discuss social issues and designing content around student development are important for maximizing the benefits of community service programs.
A PR firm admitted to creating fake blogs and stories to promote Walmart. Other companies also use fabricated blogs but it is unknown how many stories are false. While CEOs say corporations deserve a voice, blogs allow companies to create misleading images without addressing ethical issues. There is also a trend of creating fake social media profiles, known as "meat puppets", to collect people's information for marketers. Several companies, including Sony, AOL, MySpace, Xanga, Hershey and Mrs. Fields, have faced fines or issues for deceiving users or violating privacy laws. A rum company contest was accused of being rigged, and a Chevy ad campaign received critical user-generated ads addressing gas mileage.
Social networking has benefits like connecting with others and promoting causes, but also risks like cyberbullying, identity theft, and oversharing private information. While social media allows inexpensive promotion for businesses, it can also be used to target personalized ads. Heavy social media use may replace real human interaction and negatively impact brain development in children if not monitored. To reduce risks, users should limit time on sites, adjust privacy settings, and parents should guide children's online activities.
The document discusses human trafficking, particularly sex trafficking in the United States. It notes that the internet has become the primary platform for pimps, traffickers, and johns to buy and sell women and children for sex. Victims are often advertised online through sites like Backpage.com and Craigslist, made to appear as if they are working independently when they are actually being trafficked. One example is provided of a teacher who noticed signs a student was being trafficked and reported the situation after finding advertisements for the student online. The document outlines some of the common means traffickers use to control victims, such as physical abuse, confinement, isolation from family and friends, threats, and financial dependency. It
Razorfish Digital Brand Experience Report 2009Matthew Pantoja
The document discusses a study conducted by Razorfish to understand how consumers engage with brands in the digital world. The study found that (1) digital brand experiences create customers by dramatically increasing consumer engagement across the marketing funnel, (2) the future of branding will focus on actively engaging consumers rather than just awareness, through digital experiences rather than traditional advertising, and (3) consumers who actively engage with brands digitally, such as by following them on social media, show large increases in brand awareness, consideration, likelihood of purchase, and recommendations to others.
The document discusses a study conducted by Razorfish to understand how consumers engage with brands in the increasingly digital world. The study found that digital brand experiences are not just for awareness or conversions, but for creating customers. Those who actively engage with brands digitally through activities like contests or following brands on social media show increases across the entire marketing funnel. The report suggests marketers need to shift their focus from advertising to actively engaging consumers both online and offline. In the digital era, experiences are more important than advertising messages.
The document discusses how individuals are finding love through unexpected uses of social media platforms. It provides three examples - catfishing, using gaming apps to find love in China, and anonymous courting apps. For each example, it explains the hack, why people engage in it, and examples of brands leveraging the hack. The document argues that understanding how platforms are hacked can provide brands opportunities to connect with consumers in meaningful ways. Successful brands will be agile and capitalize on shifts in how their products are used.
The document discusses various topics related to computer-mediated communication and online dating, including common online dating scams, the effectiveness of online dating algorithms, and privacy and security risks of sharing personal information online. It warns that sharing too much information can expose users to identity theft and that many online dating sites have not proven their matching systems lead to long-term relationships.
The passage discusses two different views of love presented by Socrates and Diotima in Plato's Symposium. Socrates defines love as a desire for something one lacks and a fear of losing what one has. This view is characterized by Oedipus and his mother Jocasta in Oedipus the King. Diotima defines love as a demi-god between wisdom and ignorance. This view is characterized by Antigone in Sophocles' play of the same name.
Peter the Great had an overall positive impact on Russia through his creation of St. Petersburg, though his methods were questionable. St. Petersburg established Russia as a major European power politically, socially, culturally, and economically. However, Peter was a narcissistic ruler who struggled to maintain power and adopted harsh methods to westernize and modernize Russia. While his reforms transformed the country, he ruled through fear.
This document discusses how criminals are increasingly using social media to target and victimize people. It notes that 81% of internet-initiated crimes involve social networking sites. Approximately 1 in 5 adults and 39% of social media users have reportedly been victims of crimes like hacking, scams, or fake links on social media. More than 1 million people fall victim to cybercrime every day, with financial losses exceeding illegal drug markets. The document promotes the website www.instantcheckmate.com as a way for people to check on the safety and backgrounds of their social media friends and followers.
1. Final Case Assignment: eHarmony
Marketing Strategy 7650
Name:Laura Neely
Cohort:Buckhead
For over150 years,some iterationof romanticpersonal ads hasbeeninplace nearly
everywhere inthe world. Since the oldestrecorded“personals,”meansof findingapartnerhave
increasedtothe pointwhere intoday’sdigital world, revenuestoonlinedatingcompaniesexceed$2
billioninthe USalone, and38% of Americansingleshave usedadatingsite orapp1
.
Once seenas a lastresort fora bunchof lonelygeeks,onlinedatingserviceshave graduallyshed
much of the stigmaformerlyassociatedwiththem. Over40 millionpeopleinthe UnitedStatesalone
have triedonline datingandone infive relationshipsnow beginonline worldwide2
;moreover, 85%of
singlessaidthatmeetingpeoplethroughonline datingissociallyacceptable3
–a markedimprovement
overthe last decade.
VALUE PROPOSITION
WheneHarmonycame onto the scene in2000, itwas the onlyservice thatoffereda“tightly
integratedsystemthatencompassedaPersonalityProfile,whichfedintoamatchingalgorithm, which
thenledto a GuidedCommunicationsystem.”Inotherwords,eHarmony differentiated itselfbya
scientificapproachto a deeplypersonalandemotional process thatwasoftenmarginalizedbyother
online meansof dating.
1
Romano,Elise, TheBiggest OnlineDatingServices, By The Numbers,May 302014.
2
“OnlineDating Industry's ContinuedGrowth Fuels One2OneLivingLatest Expansion,” PR Newswire, August 22, 2013.
3
Seal, Kelly, “NewStudy Shows Confusion AmongYoungDaters About What is a Date,” February 252014.
2. In fact,the Chief ScientistateHarmonyandhisteamsurveyedover4,000 couplestoframe
hundredsof questionsthatcovered29basic measuresof compatibility. Itsfocusonthe serious
relationshipsegmentwas until then untappedbytraditional datingsites; uponjoiningeHarmony,
members were required fill outquestionnaire aboutthemselves,ratherthanaboutwhatthey wantin
others,justto become a user.Throughthe patentedalgorithm, developedbasedonmanyyearsof
studyingtraitsof “happycouples,”the basisof the matchingsystemthatfoundersWarrenand
Buckwalterdeveloped,theseanswers wouldthen matchcompatibleusersand members. The proof isin
the science:the Proceedingsof the National Academyof Sciences(PNAS) rankseHarmonyasnumber
one for producingthe mostmarriagesandthe mostsatisfiedmarriagescomparedtoall othermethods
studied4
.
The value propositionistwo-fold:scarcityinthe marketplace due tothe aforementioned
screeningprocesses,andbuyer’sreturnforinvestment.
The price of an offeringtothe buyeris “the total money,time andenergy thatthe buyer
expendstoidentify,locateandrealize the specificbenefits5
.”ForeHarmonysubscribers,the offering
comesat a premium –howeverintentionally –witha significanttime investment(asmanyas450
questions) andthe highestsubscriptioncost initscompetitiveset.Thatsaid,realizingspecificbenefitsis
worththisinvestmentfornearlyamillioneHarmonyusers; 71% of womenand69% of menmeettheir
future spouse withinayear6
.
Ultimately,eHarmony’srigorousconstructsthatdefinethe screening andmatchingprocess,
alongwiththe researchand developmentforwhichthe companyisknown,reinforceslegitimacythatit
isa unique offeringtoconsumersthatcannotbe (easily) replicated.
4
“eHarmonyRanks #1forMost Online Marriages andMarital Satisfaction in GroundbreakingMarriage Data Publishedin Proceedings of the
National Academyof Sciences,”PR Newswire, June 03, 2013.
5
Hulland, John, StrategicPricing, Summer 2014.
6
“NewYear’s Resolution - Get Married,”Reuters, December 30, 2013.
3. Anotherfeature of eHarmony isitstendencytooccasionally rejectmemberships.Whereother
sitesdonot screensubscribers,eHarmonydeclinedtosell membershipstoatleastone millionpeople
since itsinception,becausetheywere currentlymarried,underage,andif theyhadbeendivorcedmore
than three times. Thishasresultedinapproximately$10millioninlostcashflow since the company’s
inception.So,while itaffectedrevenues,thispolicystrengthenedthe eHarmonyvalue propositionto
customersandelevatedthe feel of exclusivity.
Thishas made the companyevenmore reputable foritsloyal customerbase andreinforcedthe
“serious”relationshipstance itwantedtoachieve.
COMPETITIVE ADVANTAGE
As a company,eHarmonynotonlyhad a stake inthe groundas the veryfirstonline datingsite
concentrated solelywithinthe seriousrelationshipcategory, itwasunrivaled initscore competency,
too: a 2007 studyrevealedthat onaverage, 236 eHarmonymembersmarriedeverydayinthe United
Statesas a resultof beingmatchedthroughthe site7
.Today,onaverage, 438 people marryeverydayin
the U.S. as a resultof beingmatchedoneHarmony,nearly4% of all new marriages8
.
Thus,eHarmonyhas gainedareputationasa companywithgenuine objectivesthat“walksits
talk,”has protectedits algorithm, andboastsa Ph.D. initsco-founderDr.Neil ClarkWarren to legitimize
the science behindmatchmakingandjustifythe highestsubscriptionprice inthe industry.
However,inlate 2007, eHarmonyfaceda challenge by itslargestcompetitor: Match.com.Match had
recentlyincreaseditsadvertisingexpendituresby80 percent,largelydue tosupportthe growthof its
newdatingsite,Chemistry,whichwasverysimilartothe eHarmonymodel (althoughituseddifferent
matchingcriteriaandmethodology).The primarybenefitforcustomersthatcould significantlychange
7
“Over 90Singles Marry Every DayonAverage at eHarmony; Independent ResearchShows Over 33,000 Membes Marriedin One Year,” PR
Newswire, January 30, 2006.
8
“eHarmonyRanks #1forMost Online Marriages andMarital Satisfaction in GroundbreakingMarriage Data Publishedin Proceedings of the
National Academyof Sciences,”PR Newswire, June 03, 2013.
4. eHarmony’s dominance of the seriousonlinedatingcategory: lowerprice.Chemistrywaspricedroughly
10% lowerthaneHarmonyuponlaunch.If Chemistrycouldprove thatitsalgorithmandmatching
processwasequal to or betterthanthat of eHarmony,forthe firsttime since enteringthe market,
eHarmonycouldbe indanger of losingsubscribers indroves.Furthermore,free personalssitesand
online social networkswere encroachingonthe paidonline datingmarketplace,orat the veryleast
challengingthesebusinessestoprove theirvalue more thanever.
MARKETPLACE GROWTH
Basedon the successand industrygrowthbothwithinthe U.S.andinternationally,the marketis
veryprofitable andisgrowingat a reasonable rate. In2001, the online personalsmarketwasgrowing
veryslowly,reachingonly $40million9
;butby2005, the markethadgrown dramatically,with16million
people claimingtohave visitedanonlinepersonalssite atleastonce10
.Andtoday, the marketisworth
over$2 billion.
Despite the trendindivorce rates,the Americanmarriage marketexperiencedmore “churning”
than mostdevelopednations.Americansare more likelytore-marry,withamediantime between
divorce andsecondmarriage of 3.5 years11
.The model of eHarmonyinparticularwaspoisedforgrowth,
as the age of theirsubscriberswashigherthanthatof competitorsina time when40- and 50-year-olds
became the fastest-growingsegmentof the market.
A challenge tothisassumptionexistsinthat the marriage rate hadreacheditslowestpointin
recordedhistory aroundthe time of the Chemistrylaunch;however,the divorce rate remained
relatively high,andmanyof these individualssoughtoutaneasierwaytoreturn to the datingmarket
that waslessinvasive orpublicthanMatch, andthose individualswere more likelytopreferthe
eHarmony/ Chemistrymodel.Also,womenrepresentedalargerpercentage of eHarmonyusersthan
9
Karin Kapsidelis, “Surfingfor love / Today’s datingscene is undergoinga sea change,” The Richmond Times Dispatch, January27,2008.
10
Madden andLenhart,“Online Dating.”
11
“Findingtrue love: A lookat the historyof dating,” TODAYshow.com.
5. any othercomparable site,atapproximately60% - at the same time,studiesshow thatforsecond
marriages,more womenthaneverbefore whogotre-marriedbetween1990 and 199412
were sustaining
those secondwalksdownthe aisle.
Simplyput,the secondmarriage marketisa growtharea inonline datingandbabyboomersare
not onlymore affluentandthuslikelytobe able toaffordan eHarmonysubscription,butare more
amenable toitsmatchmakingfeaturesandprivacy screenings.
Anotherbenefitof eHarmony’sburgeoningbusinessduringitsfirstsevenyearsinoperationis
the tactic of ‘bait’offeredonce potentialsubscribersfill outtheirquestionnaire.Inorderto
communicate withone’smatches,a userhadto buya subscription,forwhicheHarmonychargedalmost
twice as muchas other online personalssites. Despite the lengthof the questionnaire,more than14
millionpeoplecompleteditinthe firstsevenyearsof eHarmony’sexistence. Thus,there wasproof in
the numbers:eHarmonywasfamousforbeingable toconvertitsactive memberstopayingmembers
unlike anyothercompetitor. The site’s“user-to-member”conversionrate was20%, whichwas2.5 times
the industryaverage13
.
SUSTAINABLE GROWTH
At the time thatthe foundersfacedadecisiononhow tocontinue dominance withChemistry
encroachingontheirmarketshare in2007, people age 45 and olderconstitutedthe fastest-growing
segmentof usersforeHarmony.
In orderto remaincompetitive, eHarmony mustaddressthe complaints(albeitfew) risenbyits
existingmemberbase. While theseindividualswilllikelybe inaseriousrelationshipwithintwoyearsor
lessfollowinginitialmembership,theirword-of-mouthaspassionate advocatestopeersiscritical for
the continuedgrowthandpositive reputationof eHarmony.Forexample,one of these complaints
12
Kreider, Rose M, “Number, Timing, andDurationof Marriages andDivorces: 2001: HouseholdEconomic Studies,” U.S. Census Burea,
February 2005.
13
Blake, Stephanie Helen, “A Virtual LoveTriangle: MainstreamOnline DatingSites,” 2007.
6. entailedsubscribers’frustrationthatanon-payingusermaynotrespondtoa message because the
latterdoesnotwant to pay.The subscribersneededthe feedbackthatwaswarrantedfortheir
investment. Inresponse toothercomplaintsthatthe up-fronttime investmentpresentedtoomany
barriers,Dr. Warrendeveloped –out of more years of intense study –an opportunity forprofitability
withthe offeringof GuidedCommunication,whichdidnotrequire the lengthyquestionnaire,butrather
“guided”questions,whichwouldthenserve asthe conduitfora match.Anotherproducton the horizon
was “FastTrack,” whichwouldmove acouple inthe earlystages, intoOpenCommunication upon
mutual agreementinstantly –fora fee.Finally,the abilityformemberstosetscreeningpreferences was
inthe works,sothese payingsubscribersdidnotattractattentionfromotheruserswithtraitsthat were
a total “deal breaker,”withoutthose usershavingtogothroughthe uncomfortable decisiontoreject
the other.Thus, in 2007 eHarmony wasalreadyinvestedinimprovementsdesignedto drive new short-
termcash flow,as well as increasedmembersatisfaction.
ChemistryposesnumerousthreatstoeHarmony’sprofitabilityandgrowthtrajectory.The first is
simple:budget.Chemistry’sumbrellacompany,IAC,isfarandaway the giantof online personalssites
and has a much largerbudgetforimplementingmarketingresearchandstrategy,aswell as advertising
across multiple channels,evenbroadcast. Throughalaser-focusedlow-coststrategy, eHarmony had
alwaysfocusedonnational cable networks,typicallycostingaquarterof those airedby the ownerof
Chemistry. WhereaseHarmonyhadrestrictionsongrantingmemberships,Chemistryhadnosuch
barriers,allowinganyonewillingtopay,tojoin. Like eHarmony,Chemistrydeliveredapre-setnumberof
matchesto itsmembersusinganalgorithmdevelopedbyadoctor; however,Chemistryclaimedthata
significantdifferenceinitsalgorithmwasafocuson interpersonal chemistry –suchas fingerlength.It
alsoappliedforpatentsbasedonitsproprietaryalgorithm. Lastly,the largestthreatposedbyChemistry
was a glaringprice difference.In2008, eHarmonywaslistedata 20% premiumforone monthcompared
to Chemistry, andwiththe latter’s significantlylargermediaspend,Chemistry waspoisedto quicklychip
7. away at eHarmony’smarketshare inthe “serious”market. While awarenesswouldseeminglybe high
amongall consumersforeHarmonybecause of several yearsof dominance,Chemistryappealstoa
younger– but still serious –demographicwithitsfreshadcampaignsandlowerentryprice. Onlythe 12
monthsubscriptionprice foreHarmonywaslowerthanthatof Chemistry.ButwitheHarmonyclaiming
that memberswere likelytomeetthe persontheywouldeventuallymarryafteronly4-6 monthsas a
member,the companywasseeminglycannibalizingitsownpotential forlong-termsubscribers. Witha
monthlycharge of $29.95 for a 6-monthcommitmenttoeHarmony,thiswasthe exactequivalentof
monthlyinternetservice byVerizonatthe same time.While Chemistrywasnotmuchless
($26.95/month for a 6-monthsubscription),andMatchwas only$19.99 a month,itseemsoddto
assume thateHarmonywouldcostthe exactsame as internetaccesseachmonth,especiallygiven a
usage limit.
Otheronline datingservices includedpaid“do-it-yourself”sites,which –instark contrast tothe
eHarmonymodel –put up few,if any,barrierstojoining.The differenceswentmuch further–no
questionnaire,individualscouldeasilyfalsifymostof the informationtheyprovided,andbecause of this,
payingembershadlittle loyaltyand,onaverage,belongedtoatleastthree otherpersonalssites14
.
Anothercompetitorsetwasthe free “do-it-yourself”site,like SinglesNetandPlentyof Fish,whichhad
beenrapidlygrowinginmembershipbase.There isanargumenttobe made forthe powerfree sites,as
Plentyof Fishreceived20%more visitsthaneHarmony.Lastly,niche sites,characterizedbylow
customeracquisition costs,presentedthe largestcompetitionof these otheronline datingsegmentsif
theywere of the profitable set,forexample:JDate,BlackPeopleMeet,andsitestargetedatgayand
lesbianpopulations. AsidefromChemistry,the otherpaidcompetitorswere of little concernto
eHarmonysince a large majorityof userswere relativelyunsatisfiedwiththeirexperience andtheircore
value propositionslackedlegitimacyforthe seriousdater.Free sitesfell intothe same category,because
14 Max Freiert, “Love Doesn’t Equal Loyalty: Online Dating in February 2007,” March 29, 2007.
8. mostof the individualsperusingthesecoulddosocasually,withnobarriers,andwere thusnot
“serious”andwouldlikelyneverbe atarget of eHarmony.Inmyopinion,whilethe niche paidsiteswere
verysmall relative toeHarmony,ChemistryandMatch,theypresentaninterestingopportunityfor
eHarmonyacquisitiontodrive increasedprofitability –particularlyforthe wealthierandolderLGBT
communitylookingforaseriouscommitment.
RECOMMENDED ACTION
Each of the four optionsbeingconsideredbyeHarmony’sownershasevidence orprofit
scenariosthatmake sense;however,the bestinthe shorttermis foreHarmonyto defenditsposition
and reduce itsbarriers.
As previouslymentioned,eHarmonyholdsthe “numberone inmarriages”distinctionforonline
datingsites.Regardlessof mediaspendandmarketingmessaging,thisstatisticisthe single most
importantmotivatorforsinglesseekingseriousrelationships.
Furthermore,eHarmonyisalreadyinvestingtime andresourcesintoreducingbarrierstobetter
compete withChemistryandMatch.The GuidedCommunicationandFastTrack productsare designed
to meetthismarketplace need,while alsogeneratingeasyprofitsandhigherlifetimevalue.Inaddition
to these newservices,eHarmony wasdedicatedtoimprovingthe experience forexistingmembers
throughdevelopmentof screeningpreferences.Inmyopinion,the companyshouldconsideracquisition
of a niche market,suchas the most successful LGBTonline datingsite,inordertoappeal tothe
customersinthat segmentwhomaybe frustratedwiththe alternativepaidandfree optionsinthe
market,muchlike theirheterosexual single counterparts.Itisonlyamatter of time until thismarket
agesand demandsomethingsimilartothe unique benefitsofferedbyeHarmonyandChemistry.
Short-Term Marketing Plan
Pricing:Keepprice intact – there isjustificationtoremainthe highestpricedonlinedatingsite
9. Messaging:Re-energizemarketingmessagingtoinclude new productfeaturesand “dumb-
down”Chemistry;continue toreinforce (throughcreative assetsortestimonials) how quickly,
on average,individualsmeettheirfuture spouse,andthe #1 rankingof numberof marriages
and marital satisfaction
Advertising:Enterbroadcastadvertising,particularlyduringpeaktimesfor40-50 yearold
viewers;thisisthe onlywaytocompete withChemistry
Experiential:Consideraneventstrategy – funmatchmakinggamesatwine andfoodshows,
creatinga service thatassistsinsettingupa firstmeetingbetweenmatchedmembers,etc.as
thishas beenaneffective strategyforMatch and maybe usedforChemistry
Aftertwoto three yearsof implementingthese strategies,if the companyisunsuccessfuloronly
mildlysuccessful infendingoff Chemistry, itshouldlookintoalongterminvestmentof expandingto
Canada.Basedon the demographicsinthe study,the Canadiansingle populationisrelativelysimilarto
Americansinglesinmarriage marketstudies,frompercentage marriedandunmarried,tofertility
frequency,andmoderate viewsandattitudestowardsmarriage15
.Plus,therewouldbe noinvestmentin
translation,andlittle researchrelative towhatitwouldtake to successfullylaunchinEurope orany non-
Englishspeakingcountry.
Lastly,the Hispanicpopulationisapotential growthmarketbasedontheirwebusage.The
percentage of webusage withinthisdemographicwhohave gone toa personalssite ishigherthanthat
of White orBlack racial counterpartsat 14%, versus10% and13%, respectively16
15
Stevenson,BetseyandWolfers, Justin, “Marriage andDivorce: Changes andtheirDrivingForces,” Journal ofEconomic Perspectives,”
November 2007.
16
Madden, Mary andLenhart, Amanda, “Online Dating: Americans who are seekingromance use the Internet tohelpthemin theirsearch, but
there is still widespreadpublic concern about the safetyof online dating,” PewInternet & AmericanLife Project,March5, 2006.
10. The two optionsthateHarmonyshouldabsolutelynotconsiderare:broadeningtocasual daters,
and expansionintolifestyle subscriptionsites,foramultitude of reasons –the primarybeingthatthese
marketsare alreadysaturated.
Veryfewcompanies shouldeverdivertfromtheircore competencyandbeliefs.If eHarmony
broadensitsoffering –or launchesanew site – aimedat the “casual dater,”it will instantlylose
credibilitytomuchof itsadvocatesandexistingmembers.Similarly,itsexpertise andreputationlies in
expensive,rigorousstudiesandalgorithms.Thisisnotof interesttocasual datersunlessthe price is
much lower;evenstill,the casual dateris lesslikelytobe amenable tothe barriersof communicationto
othersubscribers.
As faras extensionsintolifestyle sites,eHarmonyhaslittle tonoexpertise inthismarketplace.
The company hasdone fewstudiesthatdeterminerelativesuccess,andthe marketplace forwedding,
baby/parentingandaging“advice”sitesandblogsisextremelysaturated,andhasbeenforsome time.
Also,a lotof these sitesownproprietarysoftware (i.e.weddingandbabymicro-sitecreation,registries,
and geographical recommendations) thateHarmony completely lacks.Ultimately,successforlifestyle
sitescannotuse “matching”algorithms andcompatibilityteststhatare subjective (althoughbackedby
scientificmethods).Forexample,parentscannot“choose”theirownbaby,norcan familymembersfind
compatible assistedlivingfacilities,becausegeneticchangesandmanagementquirkscannotbe
controlledandmonitoredbyeHarmony’sresearchteam.If eHarmonydecidedtogothisroute basedon
some researchithas gatheredasa resultof othertests – mostlythat of successful relationships –it
wouldrequire averysignificantupstartcostthat isa long-termvision. Thisshouldonlybe exploredas
an acquisitionstrategy.
Similarly,internationalexpansioniscost-prohibitive.Itwouldrequire researchdone bylocal
scientists,collectedoveraat leasta fewyears,toeffectivelyreplicatethe algorithmandsite analytics
that eHarmonyhashad successwithinthe U.S.It wouldbe a nearlyimpossible tasktoidentifyandtrack
11. thousandsof happycouplesacrossEuropeannations,whenthe eHarmony staff isnotevenequippedto
understandthe cultural differences.So,while thisoptionisagoodideain theorydue toeHarmony’s
establishedreputationandmarketingbudget,inadditiontothe factthat its core competencyof
science-basedmatchmakingwouldbe utilized,itisaverylongterminvestmentthatmaynotbe
successful,particularlyinsome of the more liberal EuropeannationssuchasFrance where the
institutionof marriage islessof amark of success.
In conclusion,eHarmonyshoulddefend itspositionandintroduce solutionstoitsfew existing
problemstocontinue itsownershipof the seriousonline datingsegment.If the companydecidesdown
the road to pursue anotherprofitable optionthatitisconsideringnow,international expansioninto
Canada andpossiblylaunchingaSpanishlanguage sitewouldbe asmartmove.