OPW - Jun 17 - Jeff Titterton, VP of Marketing for Zoosk, revealed the principles Zoosk follows to stay competitive and thrive as a dating business on the social web. According to Jeff, it is important to plan for quick changes and realize that nothing lasts forever. He encourages companies to take advantage of new, scalable opportunities and avoid distractions.
Another key principle is establishing a direct relationship with your users. It is necessary to remain in the business long term. Jeff also stressed the importance of experimenting with new ideas. It is beneficial to run a lot of experiments that are quick and affordable while yielding usable information. He encourages companies to not be afraid of failures, but to learn from them.
Companies also need to figure out their unit economics by determining which pricing models will work for their particular site and making sure acquisition costs are lower than the lifetime value of the member. Finally, Jeff Titterton advised companies to develop multiple distribution channels. Take full advantage of quality traffic sources, but realize that these sources can dry up.
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