Marketers have had a lot of evolving to do. They've gone visual. They've taken steps to adopt more video. They've adopted mobile as a core means of communication. Marketers have never had to adopt and adapt to more ways to communicate with consumers in such a short period of time, and people are continuing to keep marketers on their toes. The next language marketers may need to learn is emoji.
Communicate with emojis? It seems like a silly question — one that shouldn't even need to be asked. Emojis are novelties, disposable icons used to, at best, more clearly communicate emotion in a conversation and at worst, just make a perfectly good message undecipherable.
Like Them or Not, Emojis Are a Big Deal…
Emojis have become a major part of communication. The top emojis on Twitter have been used nearly 400 million times. There's even an emoji-based social network in development. Whether or not it lasts doesn't matter. It's mere presence shows the prominence emojis are claiming in modern communication.
It's easy to dismiss a rise in emojis as something not worth paying attention to, but emojis play a role. They allow people to say things they simply weren't sure how to before, and Millennials and Gen Z have become fluent with them. It's become another language that they can use simply or to tell much more complicated narratives.
Are You Speaking Your Customer's Language?
Brands are online to connect with consumers. Consumers are online to connect with their personal interests and friends. It's not enough to create "valuable content." That content needs to speak their language, adopt their habits and speak to them the same way the people they're connected to do.