顾客意见领袖

What Data Tells You about KOL Marketing?

5indicatorsonwhyKOLmarketingisthenextbigthing5个指标告诉你，为什么意见领袖营销将会是大势所趋...

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What is KOL Marketing?

As the world has shifted to social media, consumers look at fellow consumers to inform their purchasing decisions. Instead of using traditional media outlets, as they did in the past, they now look at each other and at their favorite personalities, who are consolidating massive followings onTwitter, Facebook, Weibo, Wechat or other social networks.

They are subject-matter experts, personal brands, bloggers who are customers themselves and have already earned trust of your potential customers. Why don’t you let them lead your marketing campaigns?

Here we found 5 indicators on why KOL marketing is the next big thing.

什么是意见领袖营销？

当整个世界都浸透在社交网络里，消费者会看其他消费者的意见来做购买决定。不像过去，他们都会看公司的宣传，现在他们更多的会参考与他们个性相投且在Twitter，Facebook，微信，微博等各大社交媒体上有很多关注者的人的意见。

这些人中有行业专家，个人品牌，草根博主等等，他们本身自己就是顾客，且已经获得了潜在顾客的信任。你为什么不让他们来带领你的推广活动呢？

这里有5组数据告诉我们意见领袖营销将会是大势所趋。

1.It’s Powerful

There are few things that drive a sale more effectively than a warm word-of-mouth recommendation. A study by McKinsey found that “marketing-induced consumer-to-consumer word of mouth generates more than twice the sales of paid advertising.” And of those that were acquired through word-of-mouth had a 37 percent higher retention rate.

KOL marketing presents a glaring opportunity for brands to leverage the power of word-of-mouth at scale through personalities that consumers already follow and admire.1.效果很强大

很难找出比顾客之间口口相传更有效的销售方法。一项麦肯锡的研究表明“市场推广带动下的顾客之间口口相传所带来的销售业绩是付费广告的两倍之多”并且，那些通过口碑所获得的顾客的忠诚度要比其他人高37%。

意见领袖营销正是品牌可以驾驭口碑营销的好机会，可以借助关注度高的意见领袖而在人群中产生巨大影响。

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2. It’s Social

A new report from Salesforce found that 70 percent of brands are increasing their social media spend this coming year.

Traditionally, consumers made purchasing decisions based on the advertisements that they saw or heard. Today, it’s easier to connect with other consumers via social media and make better purchasing decisions by learning about their experiences with a product or service.

People expect brands to talk with them rather than at them. Brands can strategically partner with the right personalities to spark organic conversations and seduce their followers.2.具有社交性

Salesforce的一项报告表明超过70%的品牌将在明年增加社交网络的推广支出。

在过去，顾客会通过他们看到或者听到的广告来决定购买行为。可今天，顾客通过社交媒体与其他顾客相连更容易，且可以通过了解他们的对产品和服务的体检而做出更好的购买决定。

人们期待品牌与他们对话而不仅仅是@他们。品牌可以有策略性的通过与对的意见领袖合作来粉丝之间激发自然的对话。

3. It’s An Arbitrage

An arbitrage exists when something is selling for cheaper than it is actually worth. The difference between the good’s market price and real value is your profit. In short, it is an opportunity to make big profits with a small effort.

Arbitrages are common in advertising. For instance, when Facebook first launched its ad network, early adopters reaped record returns on investments (ROIs) because nobody else was competing for the ad-space. However, as Facebook became more popular, more marketers started bidding for ad-space, driving the prices up by more than 335 percent in 2014 and evaporating everybody’s ROI.

3.这是一种套利

套利出现在一个物品物超所值的时候。市场价格和物品真实价值之间的差价就是利润。简言之，这是一个可以用很少的付出换取很大的利润的机会。

套利在广告业中非常普遍。例如，当Facebook第一次推出广告业务的时候，早期使用者获得了巨大的投资回报，因为那个时候没有人与他们抢夺广告位。然而，随着Facebook越来越受欢迎，越来越多的市场人开始竞标广告位，竞标价格在2014年上升了335%并且拉低了所有人的ROI。

4. It Helps Your SEO

On top of building your brand and improving your sales numbers, KOL marketing also helps your search engine ranking. According to The Social Media Revolution, user generated social posts account for 25 percent of search results for the world’s top 20 brands. The more people mention your brand on social media, the more popular and relevant you will be on Google.4.有助于搜索引擎优化

除了帮助你的品牌建设和增加销售之外，意见领袖营销还可以帮助你优化搜索引擎的排名。根据The Social Media Revolution的研究，在世界最领先的20个品牌中，用户产生的内容占了搜索结果的25% 。如果有更多的人在社交网络中提到你，你在搜索引擎上也会更受欢迎和更相关。

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5. Consumers Are Tired of Paid Ads

According to research firm Yankelovich, the average American is exposed to 5,000 advertisements a day. Whether or not that number is scientifically proven, it gets the point across: we are exposed to A LOT of ads.

In fact, we see so many that we’re unconsciously tuning them out, a phenomenon called “banner blindness”. Infolinks found that only 14 percent of their respondents could remember the last ad they saw and identify what was being promoted. With all of the advertising interrupting them, it’s no surprise that people love products like AdBlock, Netflix, and Spotify Premium that take ads out of traditionally ad-saturated media experiences.5. 用户已经看厌了付费广告

根据调研公司Yankelovichde 报告，平均每个美国人一天会接触到5000个广告。不管这个数字是否经过证实，它确实踩到了点子上：我们每天都要看很多广告。

其实，我们很多人潜意识的就忽略了那些广告，这个现象叫“广告失明”。Infolinks发现只有14%的人可以记得并且认出昨天看过的广告。当然啦，人们还非常热爱那些可以屏蔽广告的插件和没有广告的视频／音乐网站会员。

Reference:http://www.adweek.com/socialtimes/10-reasons-why-influencer-marketing-is-the-next-big-thing/623407