Tinder and marketing

Tinder is a funnel (to put it bluntly).

And marketing today (marketing forever and always?) is a funnel - mass marketing in its purest form.

It taps into the inexhaustible and frustrating desire for relationship (or just ‘a’ relationship which is itself another expression of the desire for relationship).

That’s what your business or service or nonprofit calls ‘marketing’ when good marketing is defined as a volume of new leads.

But this is why funnel marketing is the most common and least effective form of marketing today.

Volume is NOT effective relationship marketing. It’s a little more like desperation, but people aren’t desperate for your business, product, service or nonprofit.

The alternative is to discover your best audience (and lose the others - if you're not getting unsubscribes, you're doing something wrong). Discovering why they care is your first and only goal - the second is to give them that.