By Oleg K. Temple, April 2011.
Part II of III - The lifecycle of a meme
Isaac Newton's third law affirms: “action is equal and opposite to reaction”, so it is with a marketing campaign – the larger your goal, the harder it is to tip the scales from concept to prospect at takeoff and then keep the campaign flying. You may wonder, how does this apply to the hotel industry – “as a manager of a mid-sized guesthouse snugly situated in the tranquil English countryside, what do I care for memes?” The answer is simple: advertising is about getting the right kind of attention for your hotel or any other business, i.e. to attract guests or customers and retain them as regulars. Even if you design the most exclusive hotel or guesthouse with state of the art conference facilities, luxury restaurants and top-notch amenities, without promotion your hotel would shrivel and fail – this applies the same way for luxury hotels located in New York, Chicago, Berlin and anywhere else in the world, just as it does for budget hotels, guesthouses, bed and breakfasts and the like.
The difference that the internet and in particular social media has brought is that now SMEs can market themselves at a fraction of the cost, with the predominant part of the investment being time, i.e. anyone can strike the creative spark idea spark idea that will start as a susurrus and then suddenly become amplified and intensified into a squall taking the internet by storm. In the previous part of this article, we examined the recent hoax that rocked Twitter, this time around, we will look closer at the vectors of change and how memes of such vast magnitude are born and replicate.