(Online Dating Industry Journal) Online Dating Magazine's most recent "Inside the Online Dating Industry" column focuses on how Internet dating sites can better brand their services. The column praises eHarmony's recent press push as a positive move toward further branding their service as a "relationship service." From the article:
"This month, eHarmony added to the brilliance of their branding with three press releases, all tied around one theme - marriage. The first was about a one-year study which showed that, on average, 90 people a day (who met on eHarmony) get married. A second release was on a study showing that eHarmony couples who marry are “happier” than other married couples. A third was the introduction a new eHarmony service to help married couples with their relationship.
This type of branding is priceless. eHarmony has effectively positioned itself as the leading service for people who are marriage-minded. Very smart.
The column also exposes a bad branding move on the part of PerfectMatch.com in which they only appealed to the Baby Boomer generation, even though they are a service for several generations.
Read the entire article at Online Dating Magazine.
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