Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually be a major marketing focus. From the era of internet marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has become a key url to enhance communication.
KOL’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 sufficient reason for more knowledge in specific fields, who are able to better explain and conduct communication with all the users. They are a group of people that are often confronted with new knowledge or activities. Because of the professional knowledge, they could gain the trust of relevant groups, to be able to exert their influence in this subject.
KOL marketing would be to connect and connect to its brands and items through people who have influence in specific fields. Whether or not this is effective, this sort of marketing will bring credibility for the promotion plan, enhance brand attributes, and get prospective customers. KOL marketing is regarded as a relatively new marketing technique, which plays a vital role within the coverage and influence of social websites. In China’s Internet industry, the name of Li Jiaqi will truly appear in terms of KOL, which pulls essentially the most attention. He’s known as “Mr. lipstick”. For the first day of Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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