Emoji Marketing: Why you should take it seriously

Changes in marketing & customer service are bound to happen in 2016 due to many things. The use of Emoji marketing is one of them.

If you are selling any product today there are two things you can certainly on agree:

  1. The majority of customers are reaching your organization through mobile usage of the world wide web.
  2. A majority of them contact their friends and family using Emojis.

What does this mean for current business owners and digital marketing professionals? It means that all of us are going to have adapt to the customer’s need of being able to interpret what the emojis mean in the context of a client request—this is the core of emoji marketing today. Now there aren’t many scenarios in which an Emoji is an acceptable use of communication, such as when a customer is filling out an online form for a newsletter or an online support ticket. However, Emoji’s are commonly used when clients are interacting with brands on Instagram, Twitter, Facebook, as well as  Snapchat.

 

This, along with the other factors demand that brands be more personal (leveraging employee personal brands) in the marketplace, present a new challenge to anyone who is selling products and services online. Companies who do not hire employees who are familiar with and have in-depth knowledge of how to express themselves with emojis will eventually fall behind to their competitors. There are several reasons as to why there has to be an Emoji guideline integrated into your organization’s community guidelines and marketing strategy.

Who uses Emojis? 

An infographic found on AdWeek states that, “Emojis are used by 92% of the online population.” Emoji is the online equivalent to body language. We live in a culture where we are always pressed for time and if a significant set of eyes can convey my curiosity towards a Facebook post or an emoji of a train can represent I am in transit, I expect the person texting/messaging me to understand what I am saying. Now not everyone uses emojis on their own; there are cases in which emojis are used merely to augment a message (i.e., make it more comical or to convey current facial expressions). What is essentially happening right now is the evolution of online slang.

 

Emojis help to save the user time. Remember when we made a big deal of acronyms such as lol, smh, & lmao that are used tremendously in social media? What’s most important is realizing that this a language that is here to stay  and it has to be considered in every aspect of your online effort as a business owner. Your customers are communicating with them, and you need to as well (wait too long and your competitors will get the higher ground).

Why Emojis matter for customer service?

“Emoji use has grown rapidly since Apple added the emoji keyboard to iOS in 2011…Nearly half of the text on Instagram contains Emoji.” – Emoji Research Team

The overwhelming ubiquitous nature of this language is frightening. The sheer magnitude of how fast Emojis have integrated into our daily lives shows all the more reason as to why companies need to train their employees (especially customer service representatives) in the correct usage of emoji’s online and why business and marketing majors have to learn this in college. If you are in charge of your company’s social media marketing effort here’s something you should know: the growth of Emoji usage is now over 40%!

Emoji Usage Over Time on Instagram

If you are selling any online services or products online, you know that Instagram is a vital tool you can use for brand awareness, hence why it’s so important that your organization starts taking Emojis seriously, now. You aren’t providing your customers with the great services they need if you can’t respond to them in a creative way utilizing Emojis. A great example of how you can start can be found here.

How does this affect college students?

I always try to tie into all of my posts a common theme of sharing my knowledge and making it useful specifically for college students. The reason we are in such an advantageous position is because many of the business professionals, especially in marketing, are going to stick to old forms of copy and customer engagement. Many of them will not make the transition to using Emojis more, and the will be a hindrance to their organization’s success. That’s where we will stand out. Under rigorous investigation, I’ve found at least one university has at least discussed on teaching a course on Emoji, more will follow suit if they are forward-thinking and can keep up with consumer culture.
The times are changing my friends, are you keeping up? Bear in mind, GIFs are an entirely different beast. If you found this article useful comment below and let me know your thoughts. All feedback is welcome; it helps me develop more valuable content for you in the future.

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Sources & Recommended Articles:

  1. Report: 92% of Online Consumers Use Emoji (Infographic)
  2. Will emoji become a new language?
  3. GARYVEE’S FIRST 5 #SNAPCHATSECRETS
  4. 2015 Emoji Report (PDF)
  5. Emoji lessons to replace language courses at University of Ulster