Achieving a global reach with a small team
More and more people are looking for love online. One of the biggest advantages to using a dating website is that people can cast their net into a massive dating pool. For those searching for a partner based on nationality, religion, or lifestyle, niche dating websites often offer a better chance of finding love.
Cupid Media is a leader in online dating, operating 35 niche dating websites. The company was founded by a couple who set up an online email exchange to help their friends find the right match. Today, Cupid Media has helped more than 30 million people look for love around the world.
Search is the main way that the company reaches new audiences and attracts new members to its dating sites. Cupid operates in 205 countries and 24 languages, which requires the company’s marketing team to manage a complex search marketing strategy. Not only does the team bid for millions of keywords for dozens of sites, languages, and markets, it also adjusts its strategy depending on location, device, search engine, or even time of day.
Once people sign up to join Cupid Media websites, email marketing campaigns are crucial for providing members with important information and keeping them engaged. Cupid Media manages email communications on a massive scale, sending over 200 million emails a month, from welcome and onboarding emails for new members to alerts when someone views their profile.
Finding the right partner
Cupid Media needed an advertising tool that could handle complex and high-volume advertising across channels, including search and video. The marketing team also wanted to find a solution that would deliver both advertising and marketing capabilities, providing a single, integrated platform. The team looked at tools available on the market and decided Adobe was the right match.
“Adobe was the only solution provider that delivered a full marketing stack that could handle our needs,” says Jason Johnson, Marketing Manager at Cupid Media.
Adobe Advertising Cloud, part of Adobe Experience Cloud, delivers end-to-end advertising management across channels. By adding in other solutions from Adobe Experience Cloud, including Adobe Target and Adobe Campaign in Adobe Marketing Cloud, Cupid Media can create a single platform to deliver advertising and marketing messaging for all audiences.
“We’re a small team, so support from our technology partner is critical,” says Matthew Gatley, Senior Digital Marketing Specialist at Cupid Media. “Adobe understands our needs and helps us operate as efficiently as possible. We appreciate that instead of dealing with a handful of partners, we just have a relationship with one company that supports all of our advertising and marketing needs.”