Nowadays, the dividend of mobile Internet is gradually fading, the press channels are continually changing. The traffic has gradually become a major marketing focus. In the era of internet marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key hyperlink to enhance communication.
KOL’s 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 informed about the press sufficient reason for more knowledge in specific fields, that can better explain and conduct communication together with the users. These are a group of people that are more regularly encountered with new knowledge or activities. For their professional knowledge, they are able to gain the trust of relevant groups, in order to exert their influence in this area.
KOL marketing is to connect and communicate with its brands and merchandise through folks who suffer from influence in specific fields. Whether or not this is effective, this kind of marketing can bring credibility to the promotion plan, enhance brand attributes, and obtain customers. KOL marketing is undoubtedly a somewhat new marketing technique, which plays a huge role in the coverage and influence of social media marketing. In China’s Internet industry, the category of Li Jiaqi will really appear with regards to KOL, which pulls the most attention. He could be called “Mr. lipstick”. On the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold over 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to observe his live streaming.
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