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What Makes ‘S3 Marketing’ So Powerful?

In the era of the industrial revolution 4.0, viral content is considered as ‘S3 Marketing’. Lately, many people use these marketing strategy. This happens because of technological advances that are in line with the proliferation of business. Especially with the pandemic that has changed the habits of many people. Social media is also an effective and efficient choice in marketing a product/service.

S3 Marketing is a marketing strategy, where people create an advertisement that is unique and unexpected (out of the box). This type of marketing usually attracts the attention of netizens out of curiosity. Then, it becomes viral on social media, such as Instagram, TikTok, Twitter, YouTube, WhatsApp, and other social media. Viral content itself is a type of content that moves netizens to share the content with their friends. The existence of viral content can be S3 Marketing, because the more the content is shared with other people, the wider the target market will be. So it is not uncommon for businesses to choose this type of marketing, through someone who works in the creative industry. Especially those who are able to create interesting content and have high engagement on social media such as influencers or content creators.

Digital Marketing Expert, Jimmi Mohtar said the S3 Marketing strategy is getting more and more powerful in the digital era. It's just that, there must always be innovation and change in making S3 Marketing strategies. "S3 Marketing is very effective because there are factors that make people curious. People seem to want to be the first one to know the information, that's why people nowadays wake up and open their cellphones to get new information," said Jimmi Mohtar at the d' Mentor detikcom event, Thursday (30/6/2022).

Meanwhile, marketing expert and managing partner, Inventura Yusowhady, said the rise of social media and the ease with which people create social media accounts are one of the reasons for the effectiveness of S3 marketing. Moreover, the reach of social media audiences can be larger in the short term.

In many cases, S3 marketing becomes viral, not because it is planned. Promotions or viral marketing ads occur because there is a role for netizens in it. For example,in the case of the Holywings promotion that we talked about last week, the issue continued to strengthen for some time after its controversial promotion emerged.


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