Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually turned into a major marketing focus. In the era of internet marketing, brand marketing has developed from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key url to enhance communication.
KOL’s full name is vital Opinion Leader, that’s produced from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations acquainted with the media along with more knowledge in specific fields, who can better explain and conduct communication with all the users. They’re a group of people who’re more frequently exposed to new knowledge or activities. Because of their professional knowledge, they can gain the trust of relevant groups, in order to exert their influence in this area.
KOL marketing would be to connect and talk with its brands and products through individuals who have influence in specific fields. If it is successful, these kinds of marketing brings credibility to the promotion plan, enhance brand attributes, and get prospective customers. KOL marketing is undoubtedly a comparatively new marketing method, which plays an important role from the coverage and influence of social media. In China’s Internet industry, the category of Li Jiaqi will truly appear in terms of KOL, which attracts essentially the most attention. He or she is referred to as “Mr. lipstick”. For the first day of Taobao’s Double 11 shopping carnival in 2019, he sold over 10,000 Lipsticks in 5 minutes. In five hours of live stream broadcast, he attracted 332 million users to view his live streaming.
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