Nowadays, the dividend of mobile Internet is gradually fading, the press channels are continually changing. The traffic has gradually become a major marketing focus. Inside the era of internet marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key connect to enhance communication.
KOL’s full name is vital Opinion Leader, which can be produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are viewed as individuals or organizations familiar with the media along with more knowledge in specific fields, who are able to better explain and conduct communication with all the users. These are someone that are more often subjected to new knowledge or activities. Because of their professional knowledge, they’re able to gain the trust of relevant groups, to be able to exert their influence of this type.
KOL marketing is to connect and talk with its brands and products through people who have influence in specific fields. When it is useful, these kinds of marketing can bring credibility towards the promotion plan, enhance brand attributes, and acquire prospective customers. KOL marketing is certainly a relatively new marketing method, which plays an important role inside the coverage and influence of social networking. In China’s Internet industry, the name of Li Jiaqi will really appear with regards to KOL, which attracts probably the most attention. He is referred to as “Mr. lipstick”. On the first day of Taobao’s Double 11 shopping carnival in 2019, he sold over 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.
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