Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually turn into a major marketing focus. From the era of online marketing, brand marketing has evolved from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key hyperlink to enhance communication.
KOL’s owner’s name is vital Opinion Leader, which is produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations knowledgeable about the media and with more knowledge in specific fields, who can better explain and conduct communication together with the users. They’re someone who’re often exposed to new knowledge or activities. Because of their professional knowledge, they can gain the trust of relevant groups, in an attempt to exert their influence in this field.
KOL marketing is always to connect and communicate with its brands and merchandise through individuals who have influence in specific fields. Whether or not this is effective, these kinds of marketing will bring credibility towards the promotion plan, enhance brand attributes, and obtain potential customers. KOL marketing is certainly a relatively new marketing technique, which plays an important role from the coverage and influence of social media marketing. In China’s Internet industry, the Li Jiaqi will surely appear in relation to KOL, which pulls probably the most attention. He or she is generally known as “Mr. lipstick”. For the first day of Taobao’s Double 11 shopping carnival in 2019, he sold greater than 10,000 Lipsticks in a few minutes. In five hours of live stream broadcast, he attracted 332 million users to watch his live streaming.
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