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.
The full article was originally published at The Marketer, but is no longer available.
See all posts on Match.com
See all posts on eHarmony