Times are moving fast. It seems like every day, a new market trend emerges out of the blue. Take emoji marketing, for example. Who would’ve thought that computer icons could be used to communicate a brand message and reach customers? This only shows how flexible, inclusive, and unpredictable the modern business world is.
Text, you’re out. Emoji, it’s your time to shine.
Targeting another audience
Brand marketers have been chasing the millennials for years. The Generation Y is an ideal target to marketers because they have a great influence on digital media. If reality be told, however, the millennials are no longer the biggest occupants in the digital zone. The turn of the century paved theway for the true digital natives, the post-millennials. This Generation Z is now taking over everything the millennials once lavishly owned. And this passing of the torch does not escape the brands’ attention.
Brands scramble after the latest disruption to stay on the top of their game. It’s always about who sets the newest trend, who gets the most followers, who has the better idea. It’s a friendly environment, but it’s also extremely competitive. Now that the players have changed, it’s a new game altogether.
Taking the marketing world by storm
The post-millennials live in a world where the primary mode of communication is text messaging. They speak using shortened words, and they share their feelings and opinions using emojis. The Emogi Consumer Science Team reported that emojis are used by 92% of the online population. These little digital icons are like a second language to the digital natives.
Emojis give brands an opportunity to strengthen their appeal to younger audiences and reach out to a wider customer base.
Emoji has reached unexpected popularity in the last few years. It was added to the Oxford Dictionaries in 2013. The Global Language Monitor announced it as Top Word of 2014. And, surprisingly, Oxford Dictionaries voted the “face with tears of joy” emoji the Word of the Year. It was the first pictograph ever to achieve such status.
Brands are not slow on picking up this trend. Emojis give them an opportunity to strengthen their appeal to younger audiences and reach out to a wider customer base. As a marketing tool, emoji has increased engagement from employees and customers alike.
Bridging the language gap between brands and consumers
Emoji is now the fastest-growing language in the United Kingdom. As Professor Vyv Evans of Bangor University noted, “As a visual language, emoji has already far eclipsed hieroglyphics, its ancient Egyptian precursor which took centuries to develop.”
Emoji is relevant today for one thing: It resonates with all kinds of people across the world. It communicates messages that words sometimes take too long to relay. It personalizes and humanizes digital interactions. In fact, according to a recent study conducted by scientists, an emoji can alter mood and change expressions. When a person looks at a smiley face, the same part of his brain that is triggered when he sees an actual human face is activated.
Emoji transcends the barriers imposed by language. It revolutionizes communication by crossing the borders that limit brands and consumers from reaching one another. As a new communication tool, emoji truly is remarkable. (PA)