Bonds With NetPlus

Share this content:, a subscription-based online dating service, appointed NetPlus Marketing Inc., Conshohocken, PA, as its first online advertising agency.

The agency will help eHarmony reach out to more prospects and test new markets. Online marketing previously was handled in-house.

"EHarmony built itself up pulling on its own bootstraps, so in the early days there wasn't quite the economy of scale to justify the overhead of an agency," said Tig Tillinghast, a eHarmony consultant. "They got past that point when they started looking for some help in the fall, and now they're quite past that point."

The dating service claims to be growing 10 percent monthly. But it needs to pay attention to two areas. On the creative side, it needs to build awareness and position itself against competition like, and

"Instead of trying to provide a lot of dates, the service puts users through a rather vigorous test with the objective of getting them fewer and much more compatible matches, the sort that could provide for long-term relationships," Tillinghast said.

"It's a lot more expensive and provides a rather different value than that of other dating services," he said.

On the media side, eHarmony needs to expand beyond advertising on niche sites. NetPlus will test media strategies and types of vehicles to attract new subscribers with the message and to use larger sites and more specialized lists.

NetPlus also is testing cost-per-thousand buys vs. pay for performance, demographic targeting, contextual placements, network buys and other placements. The campaign aims to test new audience response and compare the lowest cost per qualified lead with multiple variables.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above