1. What segments of the market are most likely to be drawn in by emoji based marketing?
Emoji-based marketing is clearly aimed at Internet users. A poll conducted in February 2015 found that nearly 50% of US Internet users over the age of 18 use emojis (Wegert, 2015). My first instinct was that this was aimed at a younger market segment, but then I remember that my mother uses an emoji in every single text she sends.
2. Do you think this is a “fad” or will this emoji trend stick around?
Emojis themselves are not going anywhere. After all, this is just an extension of emoticons from back when everything was plain text. That being said, I do believe that using emojis in marketing is going to be a fad. Essentially, this sort of marketing seems like “gamification” and will likely lose popularity over time.
3. What drawbacks might there be for using emoji’s in marketing?
Two drawbacks are immediately obvious. The first is that emojis are not technology agnostic. In other words, not everything supports emojis. This limits their effectiveness. Additionally, the limited size of the emojis mean that designers must work hard to ensure that the emojis are recognizable and send the proper message. In the case of the Coca-Cola emojis, the distinctive white wave across the red label does that.
4. What positive might there be for using emoji’s in marketing?
Based on their small size, one would have to assume that emojis are relatively inexpensive. It would stand to reason that plastering huge billboards all over the country has to be more expensive than digitally distributing small images. That being said, Coca-Cola has spent six months working on this new marketing plan with Twitter. The cost of that must be quite high.
5. Think of one unique way for any business to use emojis. Describe the plan.
This idea goes back to the aforementioned marketing via gamification. A company could allow customers access to emojis based on “earning” access. For example, a company that has community-driven forums, might award emojis to forum users that provide useful answers to other customers. This concept is similar to badges that many forums now have, but offer an additional level of flair for hardcore users.
Wegert, T. (July 20, 2015). Are Brands Taking Emojis Too Far? Retrieved September 21, 2015.