Mimicry: Marketing's Game of Imitation

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Some marketers work tirelessly for the benefit of their company, creating new strategies, ideas, concepts for promoting products. Others use their developments. Stealing? No, mimicry. The term used in biology has migrated to marketing.

And if you need a quality approach to creating marketing ideas or content, contact Fractus.

Mimicry: what is it?
To change, to adapt, to pretend – this is the meaning of the English word mimicry. Even in biology lessons we were taught that mimicry is the imitation of animals, plants, insects by the coloring of representatives of another species or the external environment, developed in the course of evolution as a protective or adaptive reaction.

For example, scops owls resemble tree bark, non-poisonous butterflies imitate the appearance of poisonous ones, bottom fish blend in with the bottom. Even the wolf in sheep's clothing from the famous idiom is the same mimicry.

Mimicry in Marketing
The term is also used in marketing. And it means andorra email list 24290 contact leads mitating the marketing strategies of other companies, brand names, products, content, etc.

Speaking of the wolf: how can one not remember Abibas, mimicking Adidas, Shocker's, which is just like Snickers, or GENZO, hinting at KENZO? Typical examples of brand mimicry.

This is a common practice among small companies trying to save time and money, but damaging their own reputation.

Mimicry in Marketing

Mimicry in copywriting
They use the technique of mimicry in copywriting. There are two options: using competitors' ideas and mimicry for the consumer.

Competitors' ideas
In copywriting, we are primarily talking about texts. If we return to marketing, there is such a concept as product mimicry (imitation of the authenticity of a product). A test is also a product, and it is subject to mimicry. There are four approaches to creating such content.

Revive . The easiest way to tidy up a text is to edit it, leaving the essence. For example, replace words with synonyms, structure it a little differently, rewrite headings and subheadings, add neologisms, etc. Or transform one type of text into another: rewrite an article as a list article ( listicle ).
Forge . In other words, to pass off someone else's content as your own. Copy-paste is actively used here - text content copied from other resources.
Imitate . They use someone else's popular text, presentation format, script, quotes for their text. For example, they write an "interview" with a famous person based on texts from various sources and pass it off as original material.
Clone . As a rule, such articles are similar to the prototype. Usually, rough rewriting is used for this - they take the text from one source and replace words or phrases with synonyms in order to achieve high uniqueness and save volume. Or they clone the format of the text presentation, if it is initially catchy.
Customization to the consumer
First of all, it is an imitation of the speech of the target audience. It is actively used in crowd marketing (promotion of goods in the place where the target audience gathers: social networks, forums, specialized sites, YouTube channels). They use terms, speech patterns, and style similar to the target audience.

Mimicry is also used by using photos of consumers purchasing a product or using a service.

Mimicry in copywriting

Services from Fractus
To get a quality idea for an advertising campaign or content for resources, it is better to contact specialists. Fractus, of course. This is a professional approach of knowledgeable and experienced people who will not make mistakes and will not undermine the brand's reputation with dubious work. Contact us! We have something to offer you.

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