Visual communications can take odd twists, such as the emergence of emojis as defining icons for marketing campaigns.
An article earlier this year in Adweek went further, describing emojis as a “new language in digital media” that can communicate “tone and sentiment on messaging apps and social media among consumers.”
Whereas they used to be limited to a happy face and a sad face, now there nearly 2,000 emojis and the character count keeps growing.
Emojis have matured beyond being punctuation marks for text to becoming the message itself. Well known brands such as Taco Bell use emojis that correlate to their products in digital marketing via apps, social media and email. General Electric launched the #EmojiScience campaign that invited people to send emojis to get short video lessons from Bill Nye the Science Guy.
Twitter now enables marketers to target customers who have used specific emojis. Dominos has an Emoji Ordering campaign that centers on customers including the pizza slice emoji in tweets. Instead of zeroing in on key words, brands search for relevant emojis. Consumer brands with an eye on younger adults are eager to jump into emoji-based marketing.
While emoji marketing may work best for now with Millennials, it won’t be long before its appeal spreads, if it hasn't already. Who wouldn’t want to order a pizza by posting an emoji on an app? I received a message with a rose emoji from my wife after urging her to take a moment before going to work to look at the beautiful blooms sprouting on her rose bushes.
The advice to marketers at this point seems pretty basic. If you sell ice cream, look for the ice cream emoji. Keep up to date on the growing cast of emojis. Be sensitive to the details of these little drawings, which sport a range of skin tones and nuanced emotions. Don’t expect everyone to jump on board with your emoji campaign until you build some trust.
Engaging people with emojis means using them as if you are actually communicating with someone. Expressing emotion or sentiment through an emoji can personalize a brand’s interaction with a consumer and sharply increase engagement rates.
Learning how to use emojis may not be quite the same as taking French lessons, but it kind of is. Emoji fluency is critical to say what you mean and not inadvertently communicate something you never intended. When you are fluent in emojis, you can tell stories with pictures.
Conkling is president and co-founder of CFM Strategic Communications, and he leads the firm's PR practice, specializing in crisis communications. He is a former journalist, who later worked on Capitol Hill and represented a major Oregon company. But most importantly, he’s a die-hard Ducks fan. You can reach Gary at firstname.lastname@example.org and you can follow him on Twitter at @GaryConkling.