Nowadays, the dividend of mobile Internet is gradually fading, the press channels are continually changing. The traffic has gradually turned into a major marketing focus. Within the era of online marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key url to enhance communication.
KOL’s complete name is essential Opinion Leader, that is produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations knowledgeable about the media and with more knowledge in specific fields, that can better explain and conduct communication together with the users. These are a group of people who’re more regularly exposed to new knowledge or activities. Due to their professional knowledge, they could gain the trust of relevant groups, in an attempt to exert their influence in this field.
KOL marketing is always to connect and interact with its brands and items through individuals who have influence in specific fields. When it is useful, this kind of marketing can bring credibility to the promotion plan, enhance brand attributes, and obtain prospective customers. KOL marketing is undoubtedly a rather new marketing technique, which plays an important role within the coverage and influence of social media. In China’s Internet industry, the name of Li Jiaqi will truly appear with regards to KOL, which pulls essentially the most attention. He or she is known as “Mr. lipstick”. About the first day of 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 view his live streaming.
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