In the era of digital marketing, how to explore the influence of KOL/KOC and play "grass marketing"?

任娴颖

In the WARC "KOL/KOC Marketing" seminar, we can see that marketers go down to be KOLs in person. Their real experience is more direct experience for brands that want to use KOL/KOC marketing. This article summarizes the essence of the seminar. Readers can learn from Wu Meijun, the former general manager of KFC Taiwan & Timberland China, and Wang Shubai, the vice president of Tuniu.com and a national first-class sommelier, that KOL/KOC is true to the content and delivery of goods. They have all successfully become KOLs in the workplace or vertical fields; in addition, Alence Lee, who was once the CDMO of Helion China, the general manager of Fliggy, and the senior director of Unilever, and Cui Ming, a senior consultant of R3 Shengsan, also learned from their experiences. He is good at digitalization, measurement, virtual technology and other fields and shared his insights on KOL/KOC marketing strategies.

This article is selected from the topic "Spotlight China Focus: Prevalence of Planting Grass Marketing, Exploring the Influence and Potential of KOL/KOC" , click to go to the topic page, the subsequent releases of this series will continue to focus on this topic, so stay tuned!

In the era of information fragmentation, "grass planting marketing" as a new marketing strategy plays an important role in enhancing brand awareness, increasing user stickiness, and promoting sales conversion. KOL/KOC also plays an important role in it . At the same time, the vigorous development and application of artificial intelligence technology is breaking...

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