Learning from the past and knowing the future, KOL/KOC has never been a new thing in the history of marketing. Its predecessor - recommendation letters, customer testimonials, etc., have been skillfully operated by marketers decades ago. Nowadays, the most talked-about tactic of KOL/KOC marketing is "planting/pulling weeds". However, after using this tactic to generate hot sales, consumers' interest will gradually have a marginal effect, which will inevitably affect the brand's status and The way out in the future poses challenges. You must know that brand building is a process of continuous change. Therefore, in this "Brand 4.0 Era", it is undoubtedly short-sighted if you are only keen on selling products in the form of KOL/KOC. Then, looking at the current consumer behavior model, the brand needs to focus on using emotional resonance to finally promote consumers to become brand advocates. By using the right KOL/KOC, consumers can resonate, confirm, participate and share Marketing Purposes.
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!
KOL and KOC refer to influential opinion leaders and content creators from consumers. The important role they each play in the brand building and marketing activities of the enterprise can be reflected in the following operational definitions:
First, KOL can provide a strong publicity effect for the company's brand building and product...
