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BizReport : Advertising archives : April 20, 2016

Expert: How to use emojis in marketing

Emojis are becoming common place in most mobile communications between consumers, but should they be used by brands, as well? According to one expert: maybe.

by Kristina Knight

Kristina: What trends are you seeing in mobile currently?

Marissa Adylett, VP of Marketing, Appboy: Personalization continues to be a trend in mobile marketing because of the intimate nature of devices at-hand; however, marketers need a CRM that allows them to automate the right marketing message, in the right channel, at the most optimal time. With customers having more control over the messages that brands market to them than ever before (see push notification opt-in rates), it's more important than ever that brands are using what they know about customers and their behaviors, and leveraging it to send messages to them on mobile devices that will help

Kristina: What is driving the adoption of emojis in email marketing?

Marissa: Over the past few years, there have been more and more channels taking on emojis. Slack announced emoji integration in July 2015. Facebook rolled out a reaction-style emoji recently as well. Email has been around for years and with consumers continuing to access email on their mobile devices (23% growth expected in 2016 for example), where emojis all began, it would only make sense that email emoji use would be growing with it.

Kristina: Are there ways that emojis should not be used?

Marissa: Brands should be cognizant of frequency, both in number of emojis within a single message as well as the number of messages sent with them. In addition, some emojis have hidden meanings. Brands should always make sure they add value rather than detract from the point of the message.

Kristina: For marketers considering adding emoji use to their email strategy, could you offer three tips for the implementation?

Marissa: It can be simplified to the following best practices:
•Understand the meaning of the emojis you choose to use
•Be aware of emojis evolution and hidden means
•Use emojis to keep things snappy and to soften the tone of a message

Tags: advertising, Appboy, emoji advertising, emoji trends, mobile marketing

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