tuvanweb_gapit, Tác giả tại GAPIT Media

KOL, KOC, KOS: The Explosion of Influencer Marketing

Posted on 11 July, 202422 July, 2024 by tuvanweb_gapit

Making good use of the strengths of Influencer Marketing will help businesses achieve significant resonance in their communication campaigns, bringing products and brands closer to the public.

1. Terms in Influencer Marketing: KOL, KOC, KOS

“KOL” (Key Opinion Leader) are individuals who influence the community through their in-depth knowledge in a specific field or industry. They can be journalists, entrepreneurs, politicians, or celebrities, and do not necessarily need to use social media because they are recognized by the community for their expertise in a certain field or industry.

“KOC” (Key Opinion Consumer) are consumers who have influence in the market. KOCs have diverse and genuine experiences with products, understand emotions, needs, and grasp consumer psychology well. Therefore, KOCs play an important role in increasing consumer trust in products and influencing their purchasing decisions.

“KOS” (Key Opinion Sales) are content creators with professional sales skills. They have knowledge about products and brands and can convey that information to buyers in a lively and credible manner. KOS are divided into two groups: “Brand-affiliated KOS,” who are typically employees of a brand/company, and “Independent KOS,” who are usually freelance live streamers.

Increasing Terms in Influencer Marketing

Among the three popular terms in Influencer Marketing, KOS is a new trend that has been highly favored in the market recently. According to AccessTrade Vietnam, since the beginning of 2024, there have been approximately 2.5 million live sales streams per month on online platforms like Facebook, Shopee, and TikTok; more than 50,000 sellers have participated. On average, Vietnamese people spend 13 hours a week shopping via live streams. This indicates that KOS can become a “HOT” profession with significant development potential.

Some typical examples of successful KOS include the duo Lucie Nguyen – Tuan Duong, who achieved nearly VND 26.5 billion in sales after 15 hours of live streaming on TikTok on April 4. Pham Thoai, another notable KOS, sold more than 75,000 orders in just 24 hours of live streaming, earning over VND 1.2 billion per month solely from selling on TikTok.

2. Differentiating KOL – KOC – KOS: Roles in Marketing Activities

Depending on the different goals of each marketing campaign, businesses can base their decisions on the distinct roles of each group of Influencers to make appropriate and cost-effective choices for optimal results.

KOS is a new concept but has tremendous development potential.

Below are the basic differences among the three groups KOL – KOC – KOS based on two criteria: Content Development Orientation and Influence Level.

Criteria	KOL	KOC	KOS
Content Development	- Content heavily related to personal brand positioning - Less restricted in content direction	- Content related to information, reviews, and expert recommendations - Less restricted in content direction	- Mainly product or brand information content
Influence Level	- Large following, sharing common interest in the field where the KOL operates - Significant influence on the shopping behavior and decisions of target audiences	- Smaller following compared to KOL or KOS - May influence community opinions but not necessarily their purchasing decisions	- Following ranges from a few thousand to millions - Easily builds trust with buyers and increases conversion rates

3. Effective Influencer Marketing Selection Formula

Faced with numerous opportunities to attract customers through influencers, choosing the right Influencer for marketing activities requires businesses to grasp the correct “formula” to achieve optimal communication effectiveness.

Choosing an Influencer for each campaign should consider the 3R principle:

REACH

Reach is measured by the number of followers (Followers) or the extent to which the Influencer is recognized by the public. This measure classifies Influencers from small, medium to large, including: Nano – Micro – Macro – Mega.

For example, with KOLs: Nano-KOLs have 1,000 to 10,000 Followers, Micro-KOLs have 10,000 to 100,000 Followers, and Mega-KOLs have over 1,000,000 Followers.

The choice of KOL, KOC, or KOS with what level of influence depends on the marketing campaign budget and the product of the business. However, choosing Influencers with larger followings does not necessarily yield higher effectiveness because sometimes selecting an Influencer who impacts too many audience groups does not “target” the brand’s specific customer group.

RELEVANT

Influencers need to be a good fit for the brand or product based on three factors:

Target Audience Relevance: Demographic compatibility between the brand’s target audience and the Influencer’s follower group.
Personality Relevance: Compatibility in image and personality between the Influencer and the brand.
Content Relevance: Compatibility in viewpoints, content, and presentation style created by the Influencer with the brand’s image and the direction and message they want to convey in the marketing campaign.

RESONANCE

Resonance index depends on many factors, not just determined by the Influencer alone but also the brand’s credibility, the content of the message, and other campaign resources. The more carefully the resonance index is calculated, the higher the likelihood of the campaign’s success with the help of the Influencer.

“Live a Profitable Life” is a successful campaign with high Resonance index

For example, in a communication campaign by GAPIT Media: VietinBank’s “Live a Profitable Life” in collaboration with artist Den Vau, the resonance index was significantly boosted by multi-channel communication effects. The acceptance from the community combined with the resonance effect from many KOLs and KOCs on social channels like Facebook, TikTok with inspirational content naturally viralized the #songmotdoicolai hashtag with positive results:

Over 5000 posts with the #songmotdoicolai hashtag on Facebook;
Over 11.6 million views with the #songmotdoicolai hashtag on TikTok.

With additional resonance from “Show cua Den” held in Hanoi, the campaign garnered good interaction not only within the community but also achieved wide coverage on social media and news sites, attracting fans of Ha Anh Tuan – a special guest in the liveshow…

Besides, another resonance criterion to consider is the campaign budget, and afterward, businesses need to measure effectiveness to learn from the experience for selecting Influencer Marketing in the next campaign.

▶▶▶ Explore more successful Influencer Marketing campaigns with GAPIT Media

AI & Digital Marketing: A Powerful Ally or a Threat to Marketers?

Posted on 11 July, 2024 by tuvanweb_gapit

Is AI the key to success in digital marketing or does it harbor unforeseen risks? The balance is currently tipping more towards one side, let’s explore it together in this article by GAPIT Media.

AI: The Game-Changer for Digital Marketing

Artificial intelligence (AI) is booming and seeping into every aspect of life, from technology, medicine, education, and even digital marketing. AI brings powerful tools and solutions that help marketers reach and solve tasks more effectively, thereby improving campaign performance and revenue.

According to a HubSpot survey, marketers typically apply AI to the following tasks:

40% apply AI to Data analysis/reporting
39% apply to Research (market research, writing summary reports)
38% apply to Content creation

Below, we will delve deeper into the applications of AI in digital marketing:

Data analysis: AI helps collect and analyze large amounts of data from various sources, helping marketers better understand the behavior and preferences of their target customers. As a result, marketing experts can make more informed decisions when building strategies.
Ad optimization: AI helps users choose the right keywords, target audience, ad placement, and adjust bids in real time to optimize costs, increase conversion rates, and ad revenue.
Personalized user experience: With machine learning algorithms, AI can recommend suitable products, send marketing emails with attractive content and promotions for each customer segment. This helps build stronger customer relationships, increase loyalty, and encourage them to buy more.
Chatbots and virtual assistants: AI-integrated chatbots can support answering questions, providing product information, processing orders, etc.; reducing the burden on customer service, improving service quality, and increasing customer satisfaction.
Content automation: AI-based content creation tools can create articles, ads, marketing emails quickly and efficiently; saving marketers time and effort while increasing the effectiveness of marketing activities.

AI is still being applied to hundreds of other tasks in the field of digital marketing.

AI and The Creator: A collaboration or a competition?

AI has asserted its undeniable position in digital marketing, especially for tasks that require high accuracy and automation. However, in the field of creation, the role of AI is still a hotly debated topic.

While AI demonstrates remarkable creativity, its “artificial” nature is undeniable. While AI can simulate and support creative activities, it cannot overshadow the value of humans in this field. The limitation of AI compared to humans lies in the lack of personal perspective, emotional nuance, and authenticity. In the meantime, to create works of art, literature, and music, they all need to stem from the real experiences and emotions of the creator. In addition, AI is also limited by the data source, cannot extract information from limited sources, making AI unable to create completely original and thought-provoking content like humans.

AI will still play an important role as a powerful ally for marketers in general and content creators in particular. Instead of worrying about the development of AI, creators should take advantage of the strengths of this technology to optimize the creative process. Combining the power of AI with human creativity, intuition, and emotion will be the key to creating more impressive works than ever before.

GAPIT Media is also not out of the wave of applying AI in its marketing communication activities. To effectively implement and develop AI applications, GAPIT Media has invited leading experts in the field of AI technology to share knowledge and skills with employees. These training and guidance sessions help the company’s employees improve their understanding and ability to use AI-based tools and software in their daily work.

Currently, GAPIT Media has implemented AI applications in many different aspects of the workflow, such as: Researching information, directing content, generating ideas for creative publications, … thereby enhancing operational efficiency and competitive position in the market.

Gamification Marketing – The trend of combining Marketing and Entertainment

Posted on 30 March, 2024 by tuvanweb_gapit

Games are a popular pastime for users of tech devices in today’s society. In recent years, gamification has gradually become a trend in the marketing field, and more and more companies are turning to this form of entertainment to boost the effectiveness of their messaging. By incorporating game mechanics into a non-game environment, businesses can create new, more interesting, and engaging experiences for their customers, leading to increased customer loyalty and revenue.

What is Gamification Marketing?

The important element in Gamification Marketing is Gamification. Gamification encourages people to participate in non-game environments by using mechanisms that are only used in game design such as rewards, leveling up, and finding badges… Gamification will naturally encourage players to compete, strive for success, or work together to win rewards.

Thus, Gamification Marketing is the innovative and impressive integration and implementation of game rules, gameplay, and rewards into websites, mobile, and social marketing platforms to meet marketing objectives.

<Gamification Marketing integrates game-specific mechanics into a non-game environment>

Benefits of Gamification Marketing

Let’s take a closer look at what Gamification Marketing does for businesses and why it’s becoming one of the most popular forms of marketing in the modern era.

1. Increase interaction between customers and businesses

With just a new and eye-catching game on the website or mobile, businesses can keep customers on the site while encouraging them to share and invite more friends to play with them. Especially for websites, this not only helps increase visits and uprank in Google Search Result Pages but also creates a good impact on search engine optimization (SEO) activities for businesses.

According to Snipp’s research on the impact of Gamification Marketing (The Power of GAMIFICATION – Participation, Engagement, Loyalty – Snipp), businesses that implemented gamification into their business strategies saw 47% more customer interaction with their businesses and media messages, 22% more loyalty to the business, and 15% more brand awareness.

2. Boost conversion rates

Not any increase in engagement means an increase in conversion rate. However, the application of gamification marketing can make that more likely to happen.

Gamification marketing can convey messages that are close and natural and do not make customers feel forced. Challenges, scoring, and even rewards are designed with the specific interests of target audiences. That’s why customers feel like they’re in a virtual world where they can connect with others with similar interests or objectives.

Personalization is at the core of gamification marketing, making it easier for customers to recall messages and evoke more positive emotions, leading to higher conversion rates and, ultimately, higher sales.

<Gamification marketing applications can boost conversion rates>

3. Increase customer loyalty

Finding new customers is always more expensive than keeping existing ones. Understand that gamification is the only way for businesses to keep their existing customers and convert them into loyal customers.

There are two primary reasons for gamification marketing’s success:

– Bring positive value: Companies are cleverly integrating incentive programs, earning points to redeem gift items, and ranking members… to make customers feel as if they are part of the company.

– Create a sense of connection: The more appealing and engaging the games are, the more likely customers are to visit regularly to stay in top positions. The more time you spend with the games, the greater the level of familiarity and closeness to the business. Then, as time passes, the business image will stay on the customer’s top of mind.

4. Easily measure performance and collect customer data

Owning the game, the business has complete control over the campaign and can use social listening tools to measure the campaign’s performance with metrics like traffic, shares, and engagement.

Gamification marketing also allows businesses to observe how customers interact with games, capturing customer behavior data that can be used for future marketing plans. Additionally, businesses can avoid sensitive topics related to collecting customer data because customers opt to leave their data voluntarily and happy while playing games.

<Gamification Marketing easily measures performance and collects customer data>

GAPIT Media promotes Gamification in digital marketing activities for clients

In 2023, GAPIT Media deployed Gamification Marketing for Saigon – Hanoi Commercial Joint Stock Bank (SHB).

In 2023, SHB Bank celebrated its 30th anniversary. Hence, the game’s concept was based on the bank’s development journey with special milestones. The game also cleverly integrated 6 key business values of the company. The game was integrated directly into SHB’s mobile e-banking app, so it was convenient for customers to play and interact. Through the game, customers can win valuable gifts and gain insight into the bank’s development process.

As a result, SHB and GAPIT Media successfully promoted the SHB brand image to customers and motivated them to use SHB products and services while introducing modern technology experiences via Gamification.

<GAPIT Media deployed Gamification Marketing for SHB>

After that, GAPIT Media signed a strategic cooperation with TAEMAKE & TriPlayZ for further gamification solutions in marketing activities for financial customers. The collaboration also reflected GAPIT Media’s vision and ambition to develop more innovative solutions to drive the effectiveness of communication and marketing.

What’s on Tet at GAPIT Media?

Posted on 30 March, 2024 by tuvanweb_gapit

With the advent of the internet, social media, and other forms of communication, Vietnam’s media and advertising landscape has undergone many transformations. As a result, the Agency’s staff ought to be agile in understanding market trends, and prepared for rapid industry shifts and a high workload, particularly at the end of the year and the Lunar New Year, when companies launch communication campaigns that include large-scale shopping promotions.

Let’s take a behind-the-scenes look at what it’s like for the Agency’s staff to work in the build-up to Tet, and how they’re keeping up with client expectations in the run-up to the special Tet.

People often tell us that Tet campaigns are stressful for agency employees. Do you have to deal with this kind of pressure at GAPIT Media?

There are some Tet campaigns in which deadlines are always “urgent” but instead of the pressure, I’ll focus on the word “recognition.” For instance, when discussing the Tet concept for a NAPAS campaign, the whole team voted for my concept. Then the campaign was launched successfully and I felt “recognized” by clients and colleagues. Likewíse, I believe my creative ideas have helped clients in some ways. It was a great feeling and helped me overcome the pressure of deadlines. – “Anonymous” H, Content Creator at GAPIT Media.

<GAPIT Media Team>

Do you have any interesting memories of meeting tight deadlines during Tet?

There was a time when I ran ads until the night of the 30th of Tet. There were also many times I already had a Tet holiday, but the posting schedule could not be postponed, so even if clients ordered on the first day of Tet, I was still “ready” to do it. Working at an Agency in general and GAPIT Media in particular, every employee is in a “ready” condition. Because everything has been planned, I won’t be caught by surprise. In addition, at an Agency, the more jobs, the happier. – VTTH, Digital Specialist at GAPIT Media.

I’ve never been on a deadline during Tet, but I have a memory of working until 10 pm on the days before Tet, working with the sound of people cheering outside. After all, it was Tet holiday, and everyone was off but I was still busy. At that time my mind was only thinking “When will I finish my work so I can quickly go home?”. I felt very impatient and got ants in my pants. – Ms. Beauty, Designer at GAPIT Media.

What sets Tet apart at GAPIT Media?

The difference is that our entire team has to be on call during Tet. When I first joined the Agency, it was very frustrating because it was Tet. Who would want to pay attention to data while spending time with their family? But once I’m familiar with the Agency environment, I find working during Tet quite enjoyable because during this time, my team members and I can text back and forth, keeping in touch with each other – VTTH, Digital Specialist at GAPIT Media.

Usually, the month leading up to Tet will be full of work or work-free. If I didn’t work for any agency, Tet would have been a month earlier because I hadn’t had a lot of work and I could go home early for Tet. It’s not like that at GAPIT Media. Tet also starts later because of the project schedule. However, in exchange, we have chances to work on many Tet campaigns for big brands. Products are made meticulously and beautifully. Known by many people will make you feel very proud. – Ms. Beauty, Designer at GAPIT Media.

<The 2024 Tet gift set “Giving Dragon Gem – Sending Sincerity” contains GAPIT Media’s expectations for the new year>

Tet is a time to reflect on our achievements in the previous year and look forward to best wishes in the next year. It’s the new year of 2024, what are you looking forward to in your future endeavors at GAPIT Media?

I expect bigger projects than last year. 2023 treated me well with large-scale campaigns and a lot of chances to collaborate with peers who always “recognize” my ideas. So I hope the same for 2024, and the bigger projects the happier I am and GAPIT Media will still be a place that allows us to be creative, contribute, and develop competency. – “Anonymous” H, Content Creator at GAPIT Media.

In the New Year, I will continue to embody the mindset of “be ready to work at any time, anywhere.” I’m not afraid of anything, I’m just afraid of not having a job. So I look forward to GAPIT Media winning more clients, thriving, and having greater success than 2023. – VTTH, Digital Specialist at GAPIT Media.

I’m waiting for “quality over quantity” projects. I’m hopeful that 2024 will bring more great projects, which give us more incentives to grow and be the best version of ourselves. – Ms. Beauty, Designer at GAPIT Media.

Tet brings everyone together with unique stories, unforgettable memories, and different feelings. A big cheer to everyone at GAPIT Media for making 2023 a wonderful year. 2024 is expected to be a year full of joy and laughter, and I wish that everyone’s dreams will be fulfilled in the coming year.

Author: tuvanweb_gapit