Nowadays, the dividend of mobile Internet is gradually fading, the media channels are constantly changing. The traffic has gradually turn into a major marketing focus. Inside the era of online marketing, brand marketing has changed from “mass advertising” to “targeted marketing”. Brand marketing has turned into a key url to enhance communication.
KOL’s name is vital Opinion Leader, which is based on Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations informed about the press and with more knowledge in specific fields, who can better explain and conduct communication with the users. They are someone who’re more often confronted with new knowledge or activities. Because of their professional knowledge, they’re able to gain the trust of relevant groups, in an attempt to exert their influence of this type.
KOL marketing would be to connect and talk with its brands and products through those who have influence in specific fields. If it is effective, this kind of marketing can bring credibility for the promotion plan, enhance brand attributes, and get potential prospects. KOL marketing is certainly a somewhat new marketing technique, which plays a huge role within the coverage and influence of social media. In China’s Internet industry, the name of Li Jiaqi will surely appear with regards to KOL, which pulls the most attention. He’s called “Mr. lipstick”. Around the first day’s Taobao’s Double 11 shopping carnival in 2019, he sold over 10,000 Lipsticks in five minutes. In five hours of live stream broadcast, he attracted 332 million users to watch his live streaming.
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