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  Chemistry’s Anti-eHarmony Campaign  
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Chemistry’s Anti-eHarmony Campaign

eHarmony.com has long been the big spender of the online dating community, producing television spots that are now fairly common on American television. Rival matchmaking site Chemistry.com is starting to get into the fray, however, at the expense of eHarmony, attacking the website's practice of rejecting singles based on factors like marital status and sexual preferences. On eHarmony, members are matched up by the service based on a lengthy questionnaire filled out at sign up. Based on the applicant's answers, eHarmony will either approve or reject the applicant's request for membership.

It is these hopeful singles that the Chemistry relationship service is reaching out to with an ad campaign that characterizes eHarmony as too restrictive and demeaning to those that are rejected by the service. Instead, Chemistry is portraying itself as a community that is open, discreet and filled with freedom for any member to reach out to any other member. Many sites have such a setup in their structure, but none until now have used that very basic feature as a way to attack other online dating sites such as eHarmony that have more restrictive measures.

This move by Chemistry is, as a recent BrandWeek article suggests, just another way for a prominent personals and matchmaking service to differentiate itself from the competition. As those dating services as the top of the market heap like Match.com (a partner on Chemistry.com), Yahoo Personals and True.com continue to butt heads for market supremacy, it is a sure bet that they will increasingly attempt to differentiate from the pack and offer features and marketing campaigns that target the uniqueness each date site claims to have.

For the average single, who comes out on top of the market heap is probably not important, but the constant competition could roll out new, more expansive features on the major online dating services and that could be excellent news for consumers. We have seen that already in the way some matchmaking services have used celebrity advice columns and only time will tell what new innovation is used to attract attention and members to one of the dating heavyweights.

Posted by eDatingCentral.com May 16, 2007 12:59 pm


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