Nowadays, the dividend of mobile Internet is gradually fading, the press channels are constantly changing. The traffic has gradually be a major marketing focus. From the era of internet marketing, brand marketing changed from “mass advertising” to “targeted marketing”. Brand marketing has developed into a key url to enhance communication.
KOL’s owner’s name is vital Opinion Leader, that is derived from Paul F. Razasfield and Elihu Katz’s “two-level communication” theory. KOLs are considered as individuals or organizations informed about the media and with more knowledge in specific fields, that can better explain and conduct communication with all the users. They are a group of people that are often exposed to new knowledge or activities. Because of the professional knowledge, they are able to gain the trust of relevant groups, in order to exert their influence in this field.
KOL marketing is always to connect and connect to its brands and merchandise through people who have influence in specific fields. If it is useful, this sort of marketing brings credibility for the promotion plan, enhance brand attributes, and get potential prospects. KOL marketing is certainly a comparatively new marketing technique, which plays an important role inside the coverage and influence of social media. In China’s Internet industry, the name of Li Jiaqi will certainly appear in terms of KOL, which attracts the most attention. He could be called “Mr. lipstick”. About the first day of Taobao’s Double 11 shopping carnival in 2019, he sold a lot more 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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