Nowadays, the dividend of mobile Internet is gradually fading, the press channels are constantly changing. The traffic has gradually become a major marketing focus. In the era of online marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key hyperlink to enhance communication.
KOL’s name is Key Opinion Leader, that’s based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations informed about the media sufficient reason for more knowledge in specific fields, who are able to better explain and conduct communication with all the users. They may be a group of people 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 in this subject.
KOL marketing would be to connect and talk with its brands and merchandise through those who have influence in specific fields. If it works well, this type of marketing will bring credibility on the promotion plan, enhance brand attributes, and acquire prospective customers. KOL marketing is regarded as a somewhat new marketing method, which plays an important role in the coverage and influence of social websites. In China’s Internet industry, the naming of Li Jiaqi will surely appear with regards to KOL, which pulls essentially the most attention. He or she is generally known as “Mr. lipstick”. For the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold a lot 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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