Zoosk takes on Match.com and eHarmony in the UK

Social dating community Zoosk aims to boost its profile in the UK by investing in marketing throughout the year in a bid to compete with rivals Match.com and eHarmony.

/n/c/u/ZooskDating.jpg

Zoosk will roll out multi-platform campaigns even outside dating sites’ traditional “on-peak” periods that tend to fall around the new year and Valentine’s Day.

The company aims target potential users with seasonal messages and approaches. In the summer holiday period, Zoosk says it will focus on mobile marketing to reach people who are not at their desktops, for example.

Zoosk is also readying its first press ads for the UK, following on from the company’s first TV ads in the territory in January this year.

Vice president of marketing Jeff Titterton says: “If by the end of the year single people in the UK think of Zoosk as one of their choices to find a relationship, I’ll be happy. It’s unrealistic to be the only choice at this stage.”

Independently-owned Zoosk launched in the UK in January and has attracted more than 50 million members worldwide. The UK is the site’s second largest market behind the US, but the company does not break down user numbers by territory.

Zoosk started as a Facebook dating app but has evolved for use on smartphones, desktop applications and as a standalone website.

The site allows users to import data from their social networking pages to build their dating profiles to speed up the registration process.

Titterton says Zoosk focuses on the excitement of dating, rather than finding the perfect partner instantly but says “we don’t want to go down the sex route”.

He adds: “Our messaging is humorous and fun, but we have to be careful about specific word choice. Words like ’casual’ can turn women off and we want to give women trust and make them feel comfortable.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here