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. Inside the era of internet marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key url to enhance communication.
KOL’s name is vital Opinion Leader, that is produced by Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are believed as individuals or organizations familiar with the media with more knowledge in specific fields, who are able to better explain and conduct communication with the users. These are a group of people who are often subjected to new knowledge or activities. Because of the professional knowledge, they could gain the trust of relevant groups, in an attempt to exert their influence in this subject.
KOL marketing is usually to connect and talk with its brands and merchandise through those who have influence in specific fields. When it is useful, this type of marketing will bring credibility on the promotion plan, enhance brand attributes, and acquire customers. KOL marketing is certainly a relatively new marketing technique, which plays an important role within the coverage and influence of social media. In China’s Internet industry, the category of Li Jiaqi will surely appear when it comes to KOL, which pulls the most attention. He could be generally known as “Mr. lipstick”. About the first day’s 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 observe his live streaming.
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