Nowadays, the dividend of mobile Internet is gradually fading, the media channels are continually changing. The traffic has gradually become a major marketing focus. Within the era of internet marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has become a key url to enhance communication.
KOL’s full name is the vital thing Opinion Leader, which is derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations acquainted with the media and with more knowledge in specific fields, who can better explain and conduct communication using the users. These are someone who will be more regularly subjected to new knowledge or activities. Because of their professional knowledge, they could gain the trust of relevant groups, in order to exert their influence in this area.
KOL marketing is always to connect and communicate with its brands and items through people who have influence in specific fields. Whether it is effective, these kinds of marketing brings credibility on the promotion plan, enhance brand attributes, and have prospective customers. KOL marketing is certainly a relatively new marketing method, which plays a vital role within the coverage and influence of social networking. In China’s Internet industry, the naming of Li Jiaqi will really appear in terms of KOL, which attracts probably the most attention. He is referred to as “Mr. lipstick”. On the first day of Taobao’s Double 11 shopping carnival in 2019, he sold over 10,000 Lipsticks in a few moments. In five hours of live stream broadcast, he attracted 332 million users to observe his live streaming.
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