THE MARKETER - May 20 - Match.com managing director Karl Gregory believes that it is vital to take into account cultural characteristics when expanding internationally. In the UK, humour is a major part of everyday interaction, the Japanese are interested in blood types, In Germany, the education is flagged up on dating sites, while Australians are attracted to fun up-beat images of dating rather than ones of settled happy couples. eHarmony recent £1m advertising campaign focused on the journey of an attractive single woman to find a partner.The UK advert looks at the journey, while American adverts look at the happiness of the success couple, and focuses on the end result.
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