Understanding Emoji Marketing!

Updated: Sep 18

This article discusses How emojis can be used in marketing for the company development and to gain more customer leads.



Power of Emoji

In today’s digital world, emojis are crucial elements of communication. Happiness, love, congratulations, wishes, sadness, angry and many other emotions are majorly communicated via emojis in text chats and comment sections. Emojis reflect human emotions in a clear and simple way. Consider the youtube platform, just two emojis Thumbs up (like) and Thumps down (dislike) makes that platform very interactive than any other features. User does not need much time & effort to use emoji. However, the quality of transaction of emotion is much greater in emoji than longer text. Most of the emoji does not allow space for ambiguity. So, By using emoji one emotion can be strongly communicated.


How Emoji can be used in Digital Marketing?

Using emoji in marketing doesn’t mean any word can be replaced with their relevant emoji. For example, consider this sentence “Tasty is Happiness” if we replace those words with relevant emoji. We will not get the same meaning, it can be interpreted in many ways. So allowing the usage of emoji in the correct places makes the message very clear and makes the reader more empathetic about content. But at the same time, the use of emoji in inappropriate places will be detrimental. In marketing, Emoji should be used as an additional element to solidify the context of sentence meaning and also in the place wherever you have clear one strong emotion & context ( like happiness, angry, sad). You should definitely avoid emojis which can be interpreted in different ways ( For example, grinning face emoji is interpreted as an irritated face by a certain section of users) Pioneers says that Adopting emojis in an email marketing campaign has resulted in increased engagement. So, it’s a wise thing to use emoji in marketing in the business of growing millennial users. Social media is heaven for emojis because it is used in Thumbnails, post captions and digital banners. So, Social media managers and content creators of business companies should incorporate emojis in their campaigns.


Emoji and Customers

Apart from this, Happy emojis can be used at the end of the conversation with customers. Usage of negative emojis (Sad, angry) must be avoided with the customer. In custom care service, texting with happy emoji to the customer who has some grievances might backfire. So it is always wise to use emoji at the end of the conversations. One single wrong smiley has the potential to spoil the whole conversation. However, allowing & encouraging the customers to reply using emoji will reduce the effort of customers and will increase in more engagement.


Conclusion

Understanding the emoji usage of your customer is an important thing in getting emoji marketing successful. By using social analytics tools you can identify what emojis your target audience is using more online. Then identify emoji which resonates your business & brand and make sure that your selected emoji cant be interpreted in a wrong way. Testing your selected emoji in marketing campaigns on a sample audience is a great way to ensure your target customers think about that emoji. Brands that have crafted a fun persona or use humour in their marketing campaigns can use emojis to add playful elements. But B2B marketer must use emojis subtly.


AUTHOR:

SANTHOSH GANDHI (UX Researcher & Writer)



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