Q&A: Adobe's Nicole Miñoza Talks Emojis

Jul 17, 2019


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Article ImageEmojis have gone from being cute cartoons kids use to a legitimate part of digital marketing strategy. In fact, if you aren’t strategically deploying emojis, you might be missing out on potential sales — or at least that’s what new research from Adobe suggests. To take a deeper dive into some of the report’s most interesting findings, EContent interviewed Nicole Miñoza, Sr Group Manager, Communications & Engagement, Adobe Fonts. 

Q: The majority of emoji users are willing to make a purchase with an emoji (64%). Can you explain to us how making a purchase with an emoji works?

A: While Domino’s may be one of the only brands currently using emojis to complete orders, our survey finds that the majority of emoji users are comfortable with this method of confirming purchases. In the case of Domino’s, they’re making it easier for customers with a Pizza Profile to order their favorite pizza by simply texting or tweeting an emoji pizza slice. By creatively leveraging emojis in their marketing efforts, brands can unlock new business opportunities and engage with customers in fun and exciting ways.

Q: Adobe found that when it comes to completing a purchase using an emoji, users are most likely to do so for meals (19%), movie tickets (15%) and clothing (13%). Why would category matter when it comes to making purchases with emojis?

A: By understanding what products and services emoji users would be most interested in purchasing via emojis, brands can better understand where there may be the strongest opportunities to evolve their digital ordering experiences.

Q: Over half of emoji users are more likely to open an email from a brand that has an emoji in the subject line (58%). 44% are more likely to purchase products advertised using emojis. Simply put: Why? What is it about emojis that wins consumers over?

A: Emojis are a universal language and enable brands to express emotion to customers in fun and exciting ways. We found in our research that emoji users like to use them to make conversations more fun and perceive those who use emojis as friendlier and more approachable. When brands engage consumers with emojis, it builds relationships and makes digital communication more approachable and personal.

Q: Are there any missteps brands can make when using emojis?

A: Brands need to be careful selecting which emojis to use, where to use them, and how many to use in their digital communications. The goal should be for emojis to enhance the message they are trying to convey and support their overall communications strategy.


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