About Cupid Media
High tech meets traditional match making. Cupid Media specializes in bringing together couples whether it be next-door or halfway across the world. Established in 2000, Cupid is a leading online dating network. In that time, Cupid has helped over 30 million people look for love across the world, covering North and South America, Europe, Asia Pacific, and the Middle East. Cupid sites are equipped with the latest and most progressive technology to make online dating an enjoyable and interactive experience.
The marketing team at Cupid Media works in all disciplines - search, social, display. This lends itself well to working with fewer vendors across channels, preferably in one integrated platform. We found this with Marin Software. What’s impressed me about Marin’s client service team is that they are knowledgeable across all channels (search, social and display). We often work with vendors where they are usually only experts in one particular area. Marin also delivers insights and recommendations that go beyond a typical SaaS partner which shows they have our best interest at heart.
Challenge
The challenge for Cupid Media was efficiently and effectively buying media across search, social, and display for their diverse array of business. They operate 30 domains and 500+ publisher accounts across many international publishers. With virtually unlimited sources of inventory, Cupid Media needed a centralized view of their performance metrics in order to compare their results and know where to invest their next dollar.
In addition, Cupid Media needed to make sure its employees were making the best use of their time and talents. To date, its advertising operation has been run in-house with a team of experts using Excel and publisher-provided tools. Cupid’s management team determined that employing a technology partner was the best way for its marketing team to continue scaling the online advertising program. Cupid set out to find the best technology partner for this task, and ultimately decided Marin Software was the right partner to help them continue to execute their cross-channel marketing strategy.
Centralized Cross-channel Stack Improves Workflow and Future Strategies
Marin Software’s platform provided Cupid Media with a one-stop technology stack for its search, social, and display buying needs. Cupid made use of Marin’s bidding tool - Budget Optimizer - to drive down the costs of converting subscribers from free to paid. In addition, Cupid leveraged Marin’s scalable campaign deployment to launch quick tests and syndicate the successful bets to their other lines of business. The ease and speed of campaign management and experimentation allowed Cupid’s marketing team to focus on being strategic in all channels, while relying on automation to execute the rote business tasks.
Bidding Algorithm Finds Users Whose Revenue Contribution is 23% Above Average
Cupid Media optimizes to “free signups” since they operate on a “freemium” business model. Their objective is to convert a portion of those free users into paying subscribers. Marin’s bidding algorithm helped Cupid Media drive 78% more free signups. What’s particularly noteworthy is that these free signups contributed 23% more revenue than Cupid’s average free signup. This indicates that Marin’s bidding algorithm was effective at isolating valuable media buys and acquiring it at highly cost-effective bids. The bid efficiency is evident by the 28% decrease in average cost-per-conversion. In short, Marin’s bidding algorithm delivered Cupid Media more net revenue, on a reduced cost basis. For Cupid Media’s management team, the decision to partner with Marin Software has paid dividends.
Integrated Workflow Across Channels for Quick Testing, Quick Learnings
Beyond bidding and budget automation, Marin Software has enabled Cupid‘s Marketing to move fast, test more ideas and rapidly syndicate the winning ideas to the rest of their business. This workflow is foundational to Cupid’s marketing assembly line. Cupid’s legacy process for campaign management and testing had become overwhelming for the Cupid team and was negatively impacting productivity. Fortunately, Marin’s platform simplified each of these steps enabling Cupid’s team to focus their attention on being strategic and dreaming up new ideas to test, while leaving the rote mechanical tasks for Marin cross-channel automation to execute.
In 2024, marketing wasn’t just about selling - it was about creating experiences that left audiences saying, "Did they just read my mind?" This year’s trends screamed, “Level up!” AI handled the heavy lifting, social platforms redefined connection (goodbye old Twitter, hello Threads), and authenticity remained essential. Brands that thrived rode these trends to build deeper, more genuine connections.
Every great navigator knows the best maps are drawn from experience - so let’s dive into 2024’s top digital marketing trends!
1. Artificial Intelligence (AI) Integration
AI became central to marketing, enhancing personalization and efficiency. Generative AI tools like ChatGPT, Jasper, and DALL-E drove content creation for everything from product descriptions to ad creatives. Tools like Meta’s Advantage+, Google’s Performance Max, and TikTok’s Symphony automated ad creation based on user behavior. According to Deloitte’s 2024 State of Generative AI report, 34% of organizations identified productivity gains as the most important benefit, and 67% increased their AI investments.
Predictive analytics also took off, with AI tools like Salesforce Einstein and Adobe Sensei providing insights into audience behavior. Brands using Marin’s dynamic budget allocation saw at least a 10% increase in ROI when AI managed their budgets. Conversational AI tools like OpenAI’s ChatGPT API and Drift enabled real-time customer service, with 82% of consumers preferring chatbots over waiting for human representatives.
AI-powered Martech platforms like HubSpot’s Operations Hub streamlined workflows by automating tasks like lead scoring and email scheduling. 62% of marketing activities are now performed using Martech tools, and spending is expected to grow to 30.9% of marketing budgets within five years.
However, AI also raised concerns. The World Economic Forum reported that 23% of jobs will change by 2027 due to AI. Ethical concerns around data privacy and algorithmic fairness prompted companies like IBM and Microsoft to adopt AI ethics guidelines. AI’s future isn’t about replacing creativity - it’s about amplifying it with the right tools.
To Do: Integrate AI-powered tools for content creation, predictive analytics, and automation to boost efficiency and deliver personalized customer experiences.
2. Evolution of Social Media and Community-Focused Platforms
Social media saw major shifts in 2024, with Threads and BlueSky emerging as alternatives to X (formerly Twitter). Platforms like Discord and Reddit solidified their roles as hubs for engaged, topic-specific communities. Brands that successfully tapped into these spaces fostered deeper loyalty and more authentic interactions.
Short-form video content ruled, with 54% of marketers using TikTok, Instagram Reels, and YouTube Shorts - the highest adoption among content formats. 83% of marketers found short-form videos the most effective, prompting 42% of non-users to plan adoption within the year.
Authenticity took precedence, with 68% of consumers favoring relatable content over polished productions. Nano and micro-influencers thrived, achieving higher engagement rates by fostering genuine connections. The rise of social commerce turned platforms into shopping hubs, with features like Instagram Shopping and TikTok’s in-app purchasing simplifying the path from discovery to purchase.
To Do: Prioritize short-form video and community engagement on platforms like Discord, Reddit, and Threads to build loyalty and boost authenticity.
3. Continued Rise of Retail Media Networks
Retail media networks (RMNs) have emerged as a pivotal force in digital advertising, with projections indicating that U.S. omnichannel retail media ad spend will reach $54.85 billion in 2024, marking a 26% year-over-year growth. This surge is driven by retail giants like Amazon, Walmart, Target, and Kroger, which have expanded their ad networks to offer brands valuable first-party data for highly targeted campaigns.
The appeal of RMNs lies in their ability to merge contextual targeting with purchase data, enhancing ad relevance and directly linking them to sales outcomes. Industries such as consumer packaged goods (CPG), beauty, and electronics have increasingly leveraged these networks, with 32% of marketers planning to boost their RMN investments in 2025.
The retail media landscape has further diversified with platforms like Instacart Ads and Uber’s Journey Ads, enabling brands to engage consumers at critical decision-making moments. Notably, Kroger's retail media network, Kroger Precision Marketing, is forecasted to grow by 20% in 2024, underscoring the sector's robust expansion. Overall, the retail media market is expected to reach $82 billion in spending by 2027, reflecting its significant and sustained growth trajectory.
To Do: Review retail media networks for ad placement opportunities to leverage first-party data and reach your consumers at critical buying moments.
4. Emphasis on Personalized Marketing
In 2024, personalized marketing proved essential for customer engagement. 80% of consumers were more likely to purchase from brands offering tailored experiences, underscoring the need for relevance in marketing strategies. Companies that implemented advanced personalization reported a $20 return for every $1 spent, demonstrating the substantial ROI personalization delivers.
However, challenges remained. 40% of B2B companies cited personalization hurdles due to budget constraints and data management complexities. Despite these obstacles, the benefits continued to drive innovation, with brands leveraging AI and data analytics to enhance customer experiences and stay competitive. Personalized marketing wasn’t just a trend - it became a core driver of business success.
To Do: Implement AI-driven personalization strategies and messaging to enhance your customer engagement and maximize ROI. When in doubt - test, test, test!
5. Focus on Data Privacy and Compliance
Google’s reversal on phasing out third-party cookies in Chrome marked a major development in 2024. 70% of senior marketers welcomed the decision, while 38% of UK consumers planned to opt out of third-party cookies. Brands pivoted to first-party data strategies and AI-driven analytics to personalize experiences responsibly.
Regulatory changes added pressure. In the U.S., the Consumer Financial Protection Bureau (CFPB) proposed rules to regulate data brokers and protect consumer data. In the EU, the Artificial Intelligence Act introduced strict guidelines for AI transparency and ethical data use. These changes highlighted the need for marketers to balance innovation with compliance and trust.
To Do: Strengthen your first-party data strategy and ensure compliance with evolving privacy regulations to maintain trust and personalization capabilities.
6. Adoption of Immersive Technologies
Immersive tech continued to evolve in 2024. Versace used AR filters and gaming platforms for product launches, and Valentino Beauty introduced smart mirrors for virtual try-ons. Disney integrated AR and VR into theme parks, offering interactive rides and AR scavenger hunts.
Yet, mass adoption lagged. Apple’s Vision Pro headset struggled, selling just 370,000 units in its first three quarters, leading to scaled-back production. High costs and limited content kept consumers hesitant. Still, the global AR/VR market is projected to grow from $62.76 billion in 2023 to $299.24 billion by 2030. Brands that embrace these tools now will be ready for a future where digital experiences feel more real than ever.
To Do: Where appropriate, evaluate potential AR and VR partnerships to create interactive brand experiences and stay ahead of the immersive tech curve.
So, what does all of this mean for you as a digital marketer entering 2025? The biggest lesson from 2024 was that yesterday’s strategies won’t carry you into tomorrow. Gen Z and Millennials demanded purpose-driven, tech-savvy marketing that didn’t just make promises but delivered on them. Immersive tech, influencer partnerships, and ethically sound data practices set the stage for what’s next. As digital marketing continues its rapid evolution, one thing is clear: brands that prioritize trust, innovation, and personalization will lead the charge.
If 2024 was the year of adaptation, 2025 is shaping up to be the year of acceleration. Stay tuned for our follow-up piece, “Performance Marketing Trends for 2025,” where we’ll unpack the opportunities, challenges, and innovations shaping the year ahead.
