Page 32 - Management Digest Udyama Vol 1 Isuue 2

Use of emojis in marketing

communications

For marketers, images and
iconography have always been
a fundamental component of
marketing communication
campaigns, but this has been
intensified with the rising
popularity of social media such
as Instagram and Pinterest.
The last two decades have
also witnessed the burgeoning
popularity of emojis, which
has taken the globe by storm.
Believe it or not, today, emojis are
increasingly gaining acceptance
in marketing communications
because nearly all Internet
users now utilize emojis in their Figure 4: Emails with an emoji in the subject line
everyday communications. As a
result, new emojis and symbols In addition, customers are more
are being developed regularly. likely to respond positively to
Moreover, many of the most familiar images, for example,
recent smartphone technologies images with smiling faces that
now have an AR emoji or Animoji portray emotions they can easily
function that allows users to relate to their lives.
design unique emojis to use on
their phones. Consequently, emojis enable
companies to change the rigid,
What makes emojis more formal framework of conventional
significant for marketing marketing communication
communications is their ability campaigns by making content
to create more visually appealing attractive and straightforward
content to attract customers’ without jeopardizing quality.
attention, something many Further, emojis complement
companies admit to struggling. the content of a marketing
For example, emails with an communication campaign by
emoji in the subject line have adding a personal touch to the
better click-through rates, and content, consequently making the
social media posts with emojis product/service more memorable Figure 5: Social media posts
have more responses. and unique in the longer run. with emojis

30 September 2021