Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually be a major marketing focus. From the era of online marketing, brand marketing has developed from “mass advertising” to “targeted marketing”. Brand marketing has changed into a key connect to enhance communication.
KOL’s full name is the vital thing Opinion Leader, that is produced by Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations knowledgeable about the press along with more knowledge in specific fields, that can better explain and conduct communication using the users. They may be a group of people that are often subjected to new knowledge or activities. Because of their professional knowledge, they’re able to gain the trust of relevant groups, so as 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 works well, these kinds of marketing may bring credibility to the promotion plan, enhance brand attributes, and get prospective customers. KOL marketing is certainly a somewhat new marketing technique, which plays a huge role in the coverage and influence of social media marketing. In China’s Internet industry, the naming of Li Jiaqi will truly appear when it comes to KOL, which attracts essentially the most attention. He could be called “Mr. lipstick”. For the first day of Taobao’s Double 11 shopping carnival in 2019, he sold more than 10,000 Lipsticks in 5 minutes. In five hours of live stream broadcast, he attracted 332 million users to look at his live streaming.
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