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BizReport : Advertising archives : July 15, 2016

Emoji - not just for marketing to youngsters

New research from Appboy suggests that marketers could be missing a trick by only using emoji in marketing aimed at younger consumers when, it seems, older users are just as receptive to them.

by Helen Leggatt

The number of messages sent containing emoji continues to grow. Appboy reports delivering 814 million messages containing an emoji in June, 2016, up 461% YoY. Brands used emoji in 2,680 marketing campaigns, an increase of over 600% since June last year. Better still, it seems that people really like them. The survey found that more than 64% like or love emoji, compared to only 6% who dislike or hate them.

Appboy's research found that, overall, more than two-thirds (68%) of consumers receive at least one message per day containing an emoji, rising to 84% among those aged between 14 and 24. Among those 25-44 73% receive at least one message per day containing an emoji and among consumers aged 45 and over, 54%.


But, it seems, emoji are not just effective when targeting younger demographics. Forty-three percent of consumers aged 25-44 think it is fun when brands use emoji in their messaging (the highest of any age group), yet 39% said they have never received a message from a brand containing an emoji (also the highest of any age group).

"The popularity of emoji represents an enormous opportunity for marketers," says Marissa Aydlett, vice president of marketing at Appboy. "However, marketers must be thoughtful about the ways they incorporate emoji into their customer outreach. Start slowly by limiting your use of emoji to a subset of your total messaging to get a better sense of what resonates best with your brand's unique audience before scaling up."

Tags: advertising, email, emoji, marketing, research, trends

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