The Word-of-Mouth of Online Dating

Online Dating really? Now here is why I decided to take the time to write about this topic:

Last year, I became really good friend with a new UGA student that I met at a small gathering. We totally hit it off which is probably why he thought it was okay to tell me that he had a terrible time meeting girls. He soon decided that I was gonna be his wingwoman, helping him expand his social butterfly wings. This year, after being tired of playing around at parties and ready to settle down, he decided to join OKCupid, one of the various dating sites. After 4 months on the site, he somehow found the exact female replica of himself: UGA student, Jewish, Russian, a year younger than him, friendly, etc...Not to use other online websites' slogans or anything but it was totally a match made in heaven. So obviously when a week after their first date they decided to make it official, like FBO and all, everyone around was wondering how this happened.

Exactly, HOW did it happen so suddenly? He was honest about it, told us about that free website where you enter your info and somehow you find people. Remember like 2 or 3 years ago when everyone was ashamed of admitting that they had a profile on a online dating website? Now it's like a thing to brag about "Yah we met online and it was love at first click".

Once the online dating fad started with a wide approach such as match and eHarmony, some smart business people quickly thought about entering niche markets: JDate, ChristianMingle, BlackPeopleMeet,...

So what do I mean by WOM of online dating? Well, last night I was hanging out with a couple of friends who told me that another of the guys was on a date as we were speaking, and how did they meet? on OKCupid. They then proceeded to tell me that half a dozen of them had joined too! I love seeing the exponential snowball effect of WOM. 1 success story in a group of friend causes 5 or 6 people to join the website, that's how powerful WOM is.

Now what's the implication for marketers of online dating sites? or marketers in general? Well I think if you have watched TLC, E, or Bravo in the last year you'll know what I'm talking about. The key is to emphasize that someone close to you has probably met their significant other through an online dating site, making it more personable.

Now how do free online sites make money? Ads, as usual. Or by providing some kind of basic vs. premium accounts.