Brand advertising chief at EliteSingles on metrics, channel mix as well as the future of dating

Bart Visser is Director of Brand advertising at EliteSingles plus one associated with exemplary speakers showing up at the Festival of advertising, October 4-5 in London.

We swept up he provided some fascinating insights with him to ask a few qeustions about marketing a dating service and. Before you begin reading, a reminder that one can purchase your Festival tickets and see the agenda here.

Econsultancy: just What constraints are there any on creativity whenever marketing EliteSingles?

Bart Visser: EliteSingles is reasonably limited product that is dating at a somewhat older, more affluent market than many well-known casual relationship apps. This clear placement may be the power associated with the product and as with any items available to you, the imaginative expressions have to stick to this placement to be able to build a good and brand that is recognizable.

To provide an example that is easy you’dn’t see EliteSingles marketing material that promotes nudity and very intimate subjects. Our developers are constantly trying to find brand brand new creatives which are usable both globally and locally to advertise the brand within the way that is appropriate.

The type of this product also dictates which advertising networks we are able to leverage. One example is direct mail advertising. The prosperity of an immediate mail campaign is mainly influenced by the give you have actually (usually a price reduction voucher), but being reasonably limited item we don’t market such discounts through our individual purchase promotions. Therefore, direct mail as being a channel is certainly not useable. This implies the advertising groups want to find imaginative approaches to drive development through other networks.

E: Is consumer purchase characterised by compensated search? How exactly does offline and content enter into the mix?

BV: the 2 drivers that are main our client acquisition are internet affiliate marketing and television marketing. Content marketing as being a channel shows great possible therefore we would like to measure this channel further throughout the months that are coming.

E: just What metrics can you glance at whenever judging success? Will it be exactly about brand brand new users or are matches essential?

BV: The amount of fellow member signups is unquestionably a significant metric because it signifies item liquidity – something this is certainly needed for something that aims to bring individuals together. If there aren’t sufficient people in your town, you certainly will quickly go out of matches, which will needless to say be disappointing with an internet dating product. Our aim that is main is to make certain we’ve a sizable pool of highly-educated singles trying to find a relationship with a like-minded solitary.

The engagement price (essentially how many communications sent) is another essential metric we used to measure the quality regarding the pool together with ensuing matches. We’re continuously discovering imaginative brand brand new techniques to improve these metrics, such as for instance: offering free interaction weekends, suggesting opening lines to split the ice and presenting available search as a product feature that is new.

E: With privacy very important, any kind of networks you don’t used to communicate with clients?

BV: In terms of help, our company is designed for our customers 24/7 via e-mail and/or phone. These lend themselves perfectly for support around personal matters as more private communication channels. We’re maybe maybe not presently extremely active on social networking, but once a client is comfortable adequate to get in touch with us on a general public channel, we constantly try to react as soon as possible, using information that is personal under consideration.

E: just what does the near future hold for the dating that is online, given that mobile is really so more successful, what’s next?

BV: We have observed an obvious change to mobile and I also think there was still loads of chance of growth inside the mobile experience. There clearly was a flow that is constant of relationship products and features that make an effort to enhance the consumer experience which help to spark discussion between two different people.

Movie talk and hyperlocal location matching are cool features, but in the future, i really believe the important thing to success is in enhancing the quality associated with the pages each individual sees. The winners should be those who find themselves in a position to study from user preferences and act to them, all and will be offering a product packed up within the many way that is appealing. It’s going to be exciting to observe how both brand new and companies that are established re re solve this because the industry evolves.