Product and marketing go hand in hand at OkCupid.
There’s a dotted line between user engagement, platform tweaks and the deployment of marketing dollars to reach specific types of users, mainly on social channels like Facebook, Instagram and Snap, said OkCupid CMO Melissa Hobley.
“Our product truth is that we create experiences based on depth, on substance over selfies,” Hobley said. “Our strategy is to communicate that through our marketing and our product.”
For example, it’s clear that millennial women are increasingly frustrated by the disposable nature of online dating and phrases like “DTF?” [Down to … well.] OkCupid launched a campaign last month centered on new interpretations of the vulgar acronym, like “Down to furiously make out” or “Down to farmers market.”
“Knowing what our users are interested in helps us with our targeting,” Hobley said. “We look at where she’s working, where she goes out at night, her interests, the nonprofits she’s involved in and that helps us consider where to spend and how to make smart product decisions.”
OkCupid is one of the old-guard dating apps, predating Tinder, Bumble, Happn or newbies like Coffee Meet Bagel.
Competing with the new kids is a challenge, but having been around since 2003 means OkCupid sits on a trove of historical data it can use to track trends and pull insights on dating habits and how engagement and usage have changed over time.
Continue reading »