Emoticon Marketing Strategy

How many times have you been mistaken for a sentence?
Or how many times have you tried to impersonate the meaning of a phrase with your imagination?
With facial expressions or intonation, everything is easier...But what should we do when we are in front of a text?
EASY! Use the Emoticons!

If so far, you have look at emoticons and digital stickers as communicative elements for informal communication there is no worse consideration because they could be true save-communication!

The story of emoticons is something really amazing! In fact, they are not just funny faces but an elaborate complex of expressivity, psychology and mainstream culture.Thanks to their fast spread among people, they have become a very powerful ally in communication in the last few years.We must admit that despite all the belief that emoticons are unprofessional and childish we cannot do without them.

In recent years emoticons have invaded our instant messaging chats and our social networks profiles, assuming a fundamental role in communication.
In fact, many companies have realized their importance and have made a point of strength and differentiation by creating advertising campaigns which gave birth to marketing emoji strategy.

Although emoji have come into our communication in recent times, the historical newspaper Proquest believes that the first winking smiley face was used in The New York Times transcript where was published a speech given by President Lincoln in 1862.


President Lincoln speech

Bryan Benilous, who works with historical newspapers at Proquest, said that the smile “;)” after the word “laughter” was an emoticon, more than a century before emoticons became a widespread concept.

In the early 2000s, in parallel with the spread of the Internet, emoticons began to spread in our chats.
At the begin, they characterized the informal conversations with an expressive and fun style, but over the years, things have naturally changed. Companies have noticed these changes and they adapt themselves revolutionizing their communication and their way of approaching to people.

In 2016, there has been a significant improvement of companies that used smileys and emojis in their communication, recording, and an increase of 609% of emoticons used in campaigns over the previous year. In the same year, stickers and emoticons sent by the users were about 800 million.

Today there are around 41 billion of digital stickers shared every day on instant messaging apps and 6 billion a day on mobile messaging applications (according to Search Engine Journal).
These data highlight the importance of this phenomenon that has achieved great numbers and how these communicative elements have entered into our common language.

For this reason, many international brands have adapted themselves to the phenomenon by developing complex marketing strategies.
An excellent example of emoticons marketing strategy is represented by Domino's food delivery.

“Domino’s delivered in a very different way” and it literally does! Their strategy is probably one of the smartest and coolest idea ever!
Domino is the first company, which enables to order a pizza with an emoji.

Domino's Pizza

You just need to sign in their website and create a Domino’s account where you have to enter your favorite.
Then link your Twitter to the account.
From there, when you tweet Domino’s with the pizza emoji, your favorite order will be delivered right to your door.
Isn’t it great!?

Other important international brands have adopted different strategies by creating their own Emoticons such as Ikea. The company has decided to create custom emoticons based on their own products!

Now, can you see the power of emoticons?