EMOJI MARKETING IN THE DIGITAL ERA

 Around 40,000 years ago, cave paintings were thought to be a medium for communicating messages to people. The communication scene has completely transformed in this era of digital innovation, but authentic means of communicating messages remain in place. Various platforms have arrived, such as instant messaging apps like WhatsApp and Facebook. These apps contain a large number of little pixels-based graphics representing our visual language. They're used to respond to various postings, messages, and so forth. We now refer to them as 'Emojis', and Emojis are the humanoid version of simple texts.

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“There are over 3,600 emojis to let us express our mood by images of various identities, places, food, animals, and more. Every year on July 17th, the world celebrates Emoji Day to honor the colorful symbols and smileys that fill our social media feeds and messages.". Emojis are ubiquitous in our daily lives, so why not celebrate them?

Emojis were first used as a derivation of the basic typography known as emoticons a decade ago. The emoticons can still be distinguished from emojis in today's society. Emoticons were produced by adding emotions to text using specific keyboard characters.

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Shigetaka Kurita, a Japanese artist, invented the first emoji in 1999 while working with a development team at Japan's largest mobile network carrier- NTT DoCoMo. Because the technology at the time allowed for the character usage of up to 250, emoticons were leveraged to convey more information with fewer characters.

The original 176 emojis created by Shigetaka are now part of the permanent collection of the New York Art Museum.

WHY EMOJI IS USED IN MARKETING?

1.     BUILD ENGAGEMENT-

Emojis are now widely used in marketing initiatives by most companies. According to research, using emojis in a Tweet can improve engagement by 25%. Emojis can increase shares and interactions by 33% and 57%, respectively, when used in Facebook postings.

Emojis make a brand more accessible, provide context, and appeal to the audience's emotions on a profound level.

Using the objects provided in the emojis, professional networks such as LinkedIn and Twitter can create eye-catching lists to highlight the messages. Before using emojis to communicate, firms should determine who their target audience is.

Emojis improve audience engagement, help text postings stand out, and maintain a positive appearance. Emojis can be used to represent a lot with fewer objects or sentences on networks like Twitter, where characters are limited to just 280.

Before utilizing emojis to increase interaction, it's critical to evaluate the demographic aspects that may have an impact on the audience you're targeting.

Emoji Use in Social Media

Emojis in messages and captions are popular on social media platforms like Instagram and Facebook. Emojis can be used in posts by Instagram influencers to increase engagement by communicating with their followers. WhatsApp has just added a reply option to its communications using emojis.

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Facebook has invested a significant amount of time and resources in developing and testing a set of six new emojis to capture user reactions. Users can click the like button to see six different emojis that they can use to express themselves in response to the post.

Social Media Ads-

Emojis are visually appealing and can readily grab attention to the news feed.

Emojis are readily recognized and understood, so labeling your ad with an industry-appropriate emoji allows your target audience to quickly identify your content.

You must determine the types of emojis your audience uses in your postings, such as on Instagram or Facebook. After you've identified the most commonly used emojis, you can come up with your own strategies that will be much more relevant to the public.

Usage of emojis in blogs-

Emojis can be a fun way to express yourself in your blog. If emojis are used in conjunction with the blog's context, the blog will become more expressive and will be able to hold the audience's interest until the end.

1.     FOR BEING MORE EXPRESSIVE-

Emojis are capable of conveying much more than just words. In marketing, emojis can be used to persuade and/or excite the audience in a manner that words alone cannot. Emojis have a more personal connection with the viewers.

Emojis can be programmed into AI to let chatbots appear more human, engaging, and intriguing. Emojis are therefore required for the chatbot's programmed responses.

COLLECTION FEEDBACK-

Emojis are an excellent approach to obtaining consumer feedback. Despite having a fantastic experience with your company, most customers are too preoccupied to provide feedback or post a review.

Emojis allow for considerably more information to be captured about products, services, and the customer experience.

Some examples of Emoji Marketing-

DEAD POOL

Using a combination of emojis, the movie’s marketing strategy of Dead Pool completely blew off the minds of the people.

BUD LIGHT

Bud Light tweeted this magnificent day in its own style on July 4th, American Independence Day celebrations. They made a version of the "star-spangled" banner, with beer emojis sandwiched between the American flag emojis.

DOMINO’S

Domino's has tweeted pizza emojis, demonstrating that customers only need to create a Domino's Twitter account and then tweet Domino's with a pizza emoji, and the pizza will be delivered to their doorsteps. People now only need to type a pizza emoji to have their favorite pizza delivered to their doorsteps.

McDonald's

McDonald's has launched an emoji campaign in an attempt to connect with its customers. “If you’re having a bad day, just pop into a McDonald’s and your frown will be turned upside down into a smile”.

McDonald's has demonstrated how much they care about their customers' well-being by employing emojis.

Taco Bell, The world wide fund for Nature, and Sephora are some additional brands to consider.

As a result, Emoji marketing has emerged as a trend, and how quickly you accept it will impact the success of your brand. Emojis are preferred by consumers due to their convenience, as well as the fact that they eliminate language barriers and improve digital communication through visual language.

-- Author Anusha