Nowadays, the dividend of mobile Internet is gradually fading, the press channels are constantly changing. The traffic has gradually be a major marketing focus. Within the era of internet marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key url to enhance communication.
KOL’s complete name is Key Opinion Leader, which can be based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations informed about the media along with more knowledge in specific fields, who can better explain and conduct communication together with the users. They may be someone who’re often exposed to new knowledge or activities. Due to their professional knowledge, they are able to gain the trust of relevant groups, to be able to exert their influence in this subject.
KOL marketing would be to connect and connect to its brands and items through folks who suffer from influence in specific fields. Whether it is successful, this kind of marketing will bring credibility towards the promotion plan, enhance brand attributes, and obtain potential prospects. KOL marketing is considered a comparatively new marketing technique, which plays a vital role inside the coverage and influence of social media marketing. In China’s Internet industry, the name of Li Jiaqi will really appear in relation to KOL, which attracts the most attention. He’s known as “Mr. lipstick”. On the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in a few moments. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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