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February 12, 2016
Of Love and Advertising
 
It is a natural tendency for humans to want for connection. In a society that only seems to be getting busier, and in a culture where productivity equates to wealth, business folks in the United States may find it difficult to make the time to build worthwhile, romantic relationships.

Enter online dating.

Places like Match.com, Plenty of Fishes, and eHarmony have been pioneers in the online dating scene. Then those mobile apps like Tinder, Grindr, JustLunch, and others have taken the torch and have been a haven for those busy people looking to meet other busy people.

Indeed, a recent study supports the increase of this not-so-recent phenomenon. A Pew Research study indicates that 15% of all American adults have either used an online dating site or mobile dating app.

Incredible.

But what does this have to do with advertising?

A lot, actually. When we clearly see that people are looking for convenient ways to meet people, marketers and advertisers can tie that narrative into their advertising. Imagine a Snickers commercial with a man waiting to meet a woman he met on an online dating site who is getting coached by a friend. They can use the "you're not you when you're hungry" and have the man change the moment he bites into a Snickers and meets his date.

It's relevant. It's relatable. It's slice of life.

We need to pay better attention to watching what is going on in people's lives, rather than dictating what should be going on in their lives.

That's what we want to see.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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