KOL advertising marketing model

下面为大家整理一篇优秀的assignment代写范文- KOL advertising marketing model，供大家参考学习，这篇论文讨论了KOL广告营销模式。KOL是Key Opinion Leader的简称，即关键意见领袖。意见领袖指的即是活跃在人际传播网络中，经常为他人提供信息、观点或建议并对他人施加个人影响的人物，具有影响他人的能力。社交媒体时代，互联网大数据这些新兴工具的快速发展，使品牌可以更有效，更有针对性地与消费者建立连接关系，KOL则起到一个引导消费者与消费者之间沟通的桥梁作用。因而，KOL在广告中的作用越来越明显，个人特点明显，拥有强大的粉丝基础，同时发挥了社交媒体在覆盖面和影响力方面的优势。

KOL is the Key Opinion Leader. The term opinion leader first comes from lazarsfeld's people's choice, which divides communication into two stages: mass communication and interpersonal communication. Opinion leader refers to the person who is active in interpersonal communication network, often provides information, opinions or Suggestions to others and exerts personal influence on others, and has the ability to influence others.

In the era of social media, the rapid development of emerging tools such as Internet big data enables brands to establish a more effective and targeted connection relationship with consumers. KOL ACTS as a bridge to guide the communication between consumers. Therefore, the role of KOL in advertising is increasingly obvious. They have obvious personal characteristics, a strong fan base and the advantages of social media in terms of coverage and influence. They are the key to brand domination of the marketing landscape. For example, 72% of the 93 brand owners interviewed by AdMaster said they would increase their social marketing investment in 2017, and 63% of them said they would focus on web celebrity and KOL promotion.

They are the earliest opinion leaders. Their images are deeply popular, accepted and recognized by the public, and have public recognition. In most cases, they represent the mainstream culture, walk in the forefront of fashion trends, play a role of leading the trend, and have a more obvious demonstration effect. Top level KOL marketing can maximize the popularity, effectively pull the brand reputation, with the halo of "star effect" to stimulate consumers' desire to buy.

They play in the promotion of more "populist" call to action, though this part of the KOL's number is relatively small, but they are interacting with fans than traditional opinion leaders more deeply, and professional, they experience, evaluation of objective Angle, can effectively brand communication, word of mouth marketing effect; Some of them are good at encouraging fans to forward, inspiring secondary dissemination and controlling public opinion guidance. Release lucky draw, implant hard wide can increase exposure to the topic to a certain extent.

"In the era of new media, everyone can become" we media "to produce and disseminate information." Although they cannot be compared with the above opinion leaders, they have their influence compared with the ordinary people. They are more able to engage in an equal dialogue with consumers, and are also the communicators of various promotional topics, as well as the builders of brand traffic along with the traditional and non-traditional leaders mentioned above. In addition, they are also the KOL group with the largest number, the strongest communication effect and the most favorite promotion. Network platform also begins to take KOL sale seriously. First, word-of-mouth marketing, based on consumers' experience sharing, to attract consumers; Second, a large number of KOL conducted product evaluation and product recommendation on the online platform, "deeply integrated into People's Daily life in the 'embedded state'". Third, network users get personalized recommendations through thumb up, comments, forwarding and other behaviors. In 2017, the number of new posts on xiaohongshu reached 340,000, up 68 percent year-on-year, with an average of 11,000 new posts published every day.

In the order data of 2015-2016, the amount of the two micro grassroots accounts dropped significantly, while the growth trend of vertical KOL was obvious, and the latter became the first choice for enterprises. Taking beauty makeup as an example, it is observed that hot words related to the discussion volume since 2017 include "beauty makeup blogger", "beauty makeup app", "beauty makeup video" and "beauty makeup teaching", etc. Original professional and vertical content communication has attracted more and more attention. Take weibo as an example, there are various types of beauty bloggers who conduct advertising marketing through short video.

Through different kols to densely cover and influence a certain type or a certain user group, the user group will be gradually affected and changed, so as to generate trust in KOL. For example, in the recent popular lucky draw on weibo, some beauty bloggers conduct intensive communication by means of this, and launch multiple lucky draw forwarding activities to send cosmetics in a short period of time, so that network users can see the beauty products related to the brand many times in a short period of time, deepen their impression, and achieve the purpose of intensive exposure. Through users' thumb up, forwarding, attention and other behaviors to expand the spread range and improve the brand awareness, so as to change the consumption pattern of the cosmetics market.

Before, the KOL mode was more of a top-down communication mode, and its communication channels were relatively single, usually through traditional opinion leaders and mainly through mainstream traditional media. With the development of social media and the professionalization of content, this structure has changed. Grassroots talents and consumers are playing an increasingly important role in the communication mode, which begins to present an "inverted pyramid" structure. In the process of promotion and marketing, advertisers will pay more attention to the tail opinion leaders. According to Markerly, 82 percent of consumers are willing to listen to tail opinion leaders.

The automobile industry likes to put fans less than 100,000 small, personal protection than other industries like to put fans more than 500,000 large. For brand owners, the main value of KOL with more than 1 million fans is to create core content, while small and medium-sized kols with lower fans are more likely to spread core content. Below the big classification that protects an industry, beauty makeup is small classification has same commonality to also have its characteristic already with it, formed oneself distinctive style. For the choice of delivery platform, our selection method includes the KOL that the target consumers are interested in; KOL related to promoted products; The KOL of current red traffic and the KOL that ranks in front wait.

The rapid development of the brand is also faced with the difficult balance between scale and customization. To solve such problems, "we should strike a balance between treating the symptoms and the root causes." On the one hand, a bigger budget is needed. The reason why promotion activities are difficult to carry out is usually the lack of funds. By increasing the budget, KOL advertising marketing model can be scaled up and more funds can be invested to develop more large-scale beauty products to meet the needs of a large number of consumers. On the other hand, the brand should develop a long-term marketing strategy and make timely and flexible adjustments according to the needs of the public. Organize the team to conduct market research, "improve the ability of independent development," after understanding the needs of consumers targeted research and development of beauty products, to achieve customized results for consumers.

The KOL market is changing at such a fast pace that it is likely to achieve industry reshuffle and survival of the fittest in a short time. This requires the brand to establish a set of real-time monitoring effect, rapid decision management platform and process. How to ensure the quality of delivery? How to optimize the release? All these are closely related to the scientific and dynamic management of KOL. At present, KOL marketing is developing rapidly and will become an increasingly important part of the overall marketing strategy of the brand. However, the industry is still in the early stage of development and there is no mature operating mechanism. How to select and evaluate KOL scientifically and effectively and how to establish the industry-recognized KOL evaluation standards need the joint efforts of the whole industry.

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