Marketing And Memetics In Marketing

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Marketing and Memetics: An Efficient Intersection

When Richard Dawkins first introduced the concept of memes, he probably did not think about its applications in marketing area in a comprehensive way because in a sociological context, using the sense of memetics in marketing is quite a specific activity. While introducing the memes into marketing, the billions of people in the world can be considered as seperated into two groups: the marketers and the customers. Here, the memes organize the relationship between these two groups. Dawkins defines ‘meme’ as a noun “conveys the idea of a unit of cultural transmission” and the particular point in this definition is that memes are the regulators and providers of a ‘common understanding’ of the perceptions of different people in the same context. (Dawkins, 1976: 192) In other words, they can be called as “cultural genes” which are managing perceptions. When it comes to the marketing, it is obvious that central to marketing definition is to sell a product to the customer. (Kerin, 2012: 31) Marketing theory includes many different aspects but a significant one of them is called segmentation which is segmenting the target customers into different groups and which allows the marketing experts to proceed the marketing activity in a more efficient way. The fundamental point of segmentation activity is gathering people in different groups which indicates the same purchasing behavior. (Kerin, 2012: 78) However, memetics suggest that in the big picture, there will be no difference between the customers: They are all human and they possess the same ‘cultural genes’ also known as the memes. That point shows how memes and memetics can contribute to fundamentals of marketing activity. Actually, thi...

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...cDonald’s. (Conner, 2013)

In conclusion, people of today’s world are assigned to many roles and a significant couple of them is ‘marketers’ and ‘customers’. Since Dawkins introduced a new concept called meme which is the transporter of new perceptions in people’s minds, its definition has changed but this change made it a great environment for marketing practice. Memes are reproductive, indicative and clever clues from daily lives of people and when correctly established and utilized, they provide a booster effect. However, they are all “selfish” and subject to natural selection, only the powerful and ‘fit’ memes survive. Lastly, there is obviously a contrast between the traditional marketing techniques and meme usage, the memes reflects the post-modernist era of marketing but the fundamental techniques are same: it is not hard to establish analogies between them.

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