Nowadays, the dividend of mobile Internet is gradually fading, the press channels are continually changing. The traffic has gradually turn into a major marketing focus. Inside the era of internet marketing, brand marketing has developed from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key url to enhance communication.
KOL’s owner’s name is Key Opinion Leader, that is produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations acquainted with the media with more knowledge in specific fields, who can better explain and conduct communication using the users. They may be someone that are more frequently encountered with new knowledge or activities. For their professional knowledge, they are able to gain the trust of relevant groups, in an attempt to exert their influence of this type.
KOL marketing would be to connect and communicate with its brands and items through those who have influence in specific fields. When it is successful, this kind of marketing brings credibility to the promotion plan, enhance brand attributes, and acquire potential prospects. KOL marketing is certainly a somewhat new marketing method, which plays a crucial role inside the coverage and influence of social media. In China’s Internet industry, the naming of Li Jiaqi will certainly appear with regards to KOL, which pulls probably the most attention. He could be called “Mr. lipstick”. Around the first day of Taobao’s Double 11 shopping carnival in 2019, he sold greater 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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