IS KOL MARKETING USEFUL FOR BRANDS?

Key opinion leaders (KOL) is defined as people or organizations that have expertise in a certain topic and are perceived as trustworthy (to a specific target audience) when it comes to important decision making. Examples of KOLs include, celebrities, online influencers, political figures, university professors etc. Today, consumers expect to feel connected with the brand in a way that is intimate and relatable, and that is why KOL and influencers are becoming more and more popular, yet, the question that arises is, are they advantageous for brands?

The digital age emerged with numerous changes in the way businesses market their products. In addition to that, consumers’ buying behavior has also altered. Therefore, the answer to the question is absolutely yes, because KOLs not only influence consumers to buy a product but they also operate as a unifying mechanism between the consumers and the organization. Since KOLs are regarded as trusted specialists it gives credibility to a specific target audience which then increases the company’s reach number. 

Although KOLs do not necessarily need to have a social media account (like online influencers do) to reach the target audience, in some industries KOLs and online influencers are the same. For instance, within the beauty industry Kylie Jenner is both a KOL and online influence of her own cosmetics line, and the fact that she is also a celebrity it is beneficial for her company/brand to use KOL marketing and social media.   

Since KOL is a relatively new marketing strategy, it’s not wise for an organization to rely on it entirely because it needs other types of strategies, e.g. SEO, to have a bigger impact. 

Thus, in short, KOL marketing is definitely useful for brands in the digital age, but this strategy alone is not as powerful. 


Camila Almiro Da Silva Figueiredo

1806188294

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