They are everywhere. Our obsession with them started with cell phones while sending / receiving text messages.
They were interested in social media and now they are regular fixture even in email communication although you won’t find them on the Oxford Dictionary.
There are even startups like Swyft Media that make and sell them.
I’m talking about emoticons.
How do you use Emojis in marketing?
Of course, the emoji marketing concept isn’t far off to follow as a marketing strategy.
Whether you hate them or love them, you have seen them. There are 6 billion of them floating around the world on mobile apps every day both on and off every social network. And they are the fastest growing language in history in England.
They are such a phenomenon that brands are now starting to integrate them in their marketing messages while communicating with the younger generations. This marketing strategy is most prevalent with social media marketing, but it is not isolated there.
An example is the recent Chevrolet press release which created a lot of buzz. I think they are taking this marketing strategy too far. See for yourself.
How to use Emoji with utilities to compose your message and connect with your audience?
If you want to use emojis on purpose in your marketing then you must understand why they have become a part of our culture. So let’s take a look at research on the emotions that emojis evoke in various environments.
As per a 2008 research paper on typographic facial expressions such as 😉 – Emoticons are effective in enhancing enjoyment, personal interaction, and the perceived richness of information from our messages.
Recent research has also found that smiling faces online is equivalent to seeing smiling faces in real life. Are you skeptical that they might appear indecent in a professional setting like email or that they don’t match your brand voice?
Then you are wrong. University of Missouri-St. Louis’s study examined the effects of using emoticons in socio-economic vs. task oriented. Conclusion: looking at emojis is much more satisfying that reading a word from the Oxford Dictionary.
They found that even in formal emails: “Using emoticons can create positive expectation violations by being friendly, emotional, and personal.” Even when 4 emoticons are used in an email, the credibility of the sender is not affected by professional or marketing efforts.