Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually become a major marketing focus. In 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 the vital thing Opinion Leader, that’s derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations acquainted with the media with more knowledge in specific fields, who can better explain and conduct communication using the users. These are someone who will be more regularly confronted with new knowledge or activities. Due to their professional knowledge, they are able to gain the trust of relevant groups, in an attempt to exert their influence of this type.
KOL marketing is to connect and talk with its brands and items through individuals who have influence in specific fields. If it works well, these kinds of marketing will bring credibility for the promotion plan, enhance brand attributes, and get customers. KOL marketing is undoubtedly a somewhat new marketing method, which plays a vital role inside the coverage and influence of social networking. In China’s Internet industry, the naming of Li Jiaqi will truly appear with regards to KOL, which attracts probably the most attention. He or she is referred to as “Mr. lipstick”. For the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in a few minutes. In five hours of live stream broadcast, he attracted 332 million users to observe his live streaming.
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