« AT&T Launches Text-to-Donate Service for Flint Water Crisis | Main | Almost Two Thirds of Consumers Would Prefer Customer Service Via SMS Messaging »


Mobile Marketing Succumbs to the Emoji



Mobile marketers are using a new tool to entice consumers: emojis. The little icons that indicate happiness, sadness, and anger are popping up on assorted brands’ social media posts and ads—arguably with good reason. 


The Appboy Report

Marketing automation company Appboy recently analyzed nearly 9,400 iOS and Android marketing campaigns and found that more mobile marketers are utilizing emojis in email, business text messaging, and push campaigns. Usage within such messages has risen “775% year-over-year in the period ending March 2016.” The report also indicated annual emoji use was higher on Android than iOS, at 1,070 percent and 662 percent, respectively. 

E-commerce marketers and retailers are most likely to place emojis in their campaigns, according to the Appboy report. The company did not find that messages containing emojis featured higher open rates than those without, but more testing is required to determine if emojis actually help marketing campaigns. What is known is that emojis add a certain amount of character and flare to messages, and can possibly pique consumer attention. 


A Variety of Tactics

It’s no secret that today’s consumers are very attached to their mobile devices and increasingly use them to shop anywhere, any time. Marketers have scrambled to keep up with this still-recent development, and are constantly trying to reach target audiences in new, attention-grabbing ways. So, what other strategies are being implemented?

BI Intelligence (Business Insider’s premium research service) research analyst Jessica Smith authored an extensive mobile marketing report that highlighted various tactics used to grab and hold consumer attention. The report also discussed helpful mobile marketing technologies that have positive impacts regarding larger marketing strategies. 

The report’s key findings include the following: 


  • Mobile ad spending has yet to catch up with the amount of time consumers spend on mobile devices, resulting in opportunities for creative marketers. 
  • SMS, email, and similar mobile messaging options offer the broadest reach and the highest adoption rate among mobile users. Messaging apps in particular provide engaging, innovative ways to reach consumers. 
  • Marketers should utilize numerous mobile marketing tactics depending on the types of messages they want to send, the size of audiences they hope to reach, and the demographics within said audiences. It’s also necessary that marketers remember mobile devices are personal ones, and that communication “overload” is never welcome. 
  • High engagement rates frequently result from in-app advertising, particularly if videos are included. Beacons and location-based apps provide additional data that might be leveraged for target demographic enhancement. 
  • Dynamic creative optimization and other emerging technologies are refreshing mobile browser-based ad campaigns. However, marketers must remain aware of mobile ad blocker usage. 


Are Emojis the Future?

Will emojis play a substantial role in future mobile marketing campaigns, or will they fall away as another gimmick that offers little to no real value? Only time can answer that question, though it’s possible emojis will be increasingly used in conjunction with other marketing strategies to win over consumers and increase brand loyalty. 

In today’s world of shopping anywhere from any location, marketers must experiment with many business text messaging and email tactics to provide consumers with that personal touch. 



Feed You can follow this conversation by subscribing to the comment feed for this post.

The comments to this entry are closed.