BANDT - Aug 1 - Meetic was founded in 2001, is headquartered in
France, and has 5M active users. Meetic’s digital marketing director
Pierric Duthoit shares some of Meetic’s history and plans for the
future.
Q: How many countries are you in now?
A: 16 countries, in 13 languages, with offices in London, Amsterdam, Madrid, Milan, Stockholm and Munich.
Q:
Meetic acquired the European operations of Match.com in 2009. In 2011,
IAC bought Meetic. How has that impacted on your business?
A: Match.com purchased an 81% capital share of Meetic. This partnership
resulted in one clear pan-European leader. It has brought us a lot of
new, fresh ideas.
Q: You must hold a lot of data about your customers. How do you use this data to enhance the customer experience?
A: We do not use members' data outside of our website. We have a
business intelligence department working on optimising the user
experience through algorithms based on users’ behaviour.
Q: You must always be after new leads. How do you acquire them?
A: We mainly use two major channels: offline and online. Both are
mandatory in our business and include TV, radio, print and billboards.
The flexibility and efficiency of online makes it a pure performance
channel for the acquisition of new members. We use all the classic
strategies like SEM, affiliation, display and partnerships.
Q: What makes Meetic different?
A: 10 years of experience. Being a leader forces you to invest in many services to stay on top.
Q: How have your digital and display strategies evolved?
A: Mobile is becoming a strong source of traffic for us. We have to be more efficient on mobile than on desktop.
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