Speaking as part of a Forbes article on lessons for app marketing, The Meet Group has told marketeers they need to “listen, act and innovate to drive customer connection” during the current climate.
Mobile apps across the board have broken records throughout 2020, as consumers spent more time at home and on their phones to keep in contact with the outside world. The number of downloads topped 130 billion, while consumer spend in the Apple and Google stores reached $112 billion by the end of the year.
Head of Performance Marketing for The Meet Group, Jade Woborec, explained: “Covid has changed the face of dating, ushering in a new era of video dating with more daters opting to video chat and date virtually than ever before.
“Covid has underscored the importance of listening to the user community and conducting surveys to spot trends and adjust marketing campaigns.”
Earlier in the year, The Meet Group quickly pivoted and made sure it adapted its marketing messages to promote messaging and live video, rather than offline meetings. She advises marketeers to adapt to user needs quickly to show they have their back.
After internal and external surveys in July confirmed in-person dating was making a comeback, The Meet Group quickly rolled out guidelines to decrease risks. The company also launched a Safer Dating Advisory Board of epidemiologists and infectious disease experts to educate people on safe dating guidelines as they started to meet in person again.
Woborec added: “Our most important focus is meeting the core needs of our member community. In this ever-changing landscape, marketers should identify and engage their most valuable users and inspire them to keep coming back.”
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