Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually turned into a major marketing focus. Within the era of internet marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key hyperlink to enhance communication.
KOL’s owner’s name is essential Opinion Leader, that is produced by Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations acquainted with the media along with more knowledge in specific fields, that can better explain and conduct communication using the users. They may be someone who’re more frequently encountered with new knowledge or activities. Because of their professional knowledge, they could gain the trust of relevant groups, in an attempt to exert their influence in this area.
KOL marketing would be to connect and talk with its brands and merchandise through folks who suffer from influence in specific fields. If it is useful, these kinds of marketing may bring credibility for the promotion plan, enhance brand attributes, and have customers. KOL marketing is undoubtedly a rather new marketing technique, which plays a huge role inside the coverage and influence of social media. In China’s Internet industry, the Li Jiaqi will really appear when it comes to KOL, which attracts the most attention. He is referred to 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 moments. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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