Nowadays, the dividend of mobile Internet is gradually fading, the press channels are constantly changing. The traffic has gradually be a major marketing focus. In the era of internet marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key connect to enhance communication.
KOL’s full name is Key Opinion Leader, that’s produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are thought as individuals or organizations informed about the press along with more knowledge in specific fields, who is able to better explain and conduct communication with all the users. These are someone who’re more frequently subjected to 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 interact with its brands and products through folks who suffer from influence in specific fields. Whether it works well, this sort of marketing can bring credibility to the promotion plan, enhance brand attributes, and obtain potential customers. KOL marketing is regarded as a relatively new marketing technique, which plays a huge role within the coverage and influence of social websites. In China’s Internet industry, the category of Li Jiaqi will certainly appear with regards to KOL, which attracts one of the most attention. He’s generally known as “Mr. lipstick”. Around the first day’s 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 view his live streaming.
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