Nowadays, the dividend of mobile Internet is gradually fading, the press channels are continually changing. The traffic has gradually turn into a major marketing focus. In the era of internet marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key link to enhance communication.
KOL’s full name is vital Opinion Leader, which is derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations informed about the media sufficient reason for more knowledge in specific fields, who can better explain and conduct communication with all the users. They may be a group of people that are more often encountered with new knowledge or activities. Due to their professional knowledge, they could gain the trust of relevant groups, in order to exert their influence in this subject.
KOL marketing would be to connect and communicate with its brands and merchandise through people who have influence in specific fields. Whether it is useful, this sort of marketing may bring credibility for the promotion plan, enhance brand attributes, and acquire potential customers. KOL marketing is regarded as a rather new marketing method, which plays a vital role in the coverage and influence of social networking. In China’s Internet industry, the name of Li Jiaqi will really appear in relation to KOL, which attracts essentially the most attention. He’s referred to as “Mr. lipstick”. On the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold greater than 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to watch his live streaming.
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