As emojis grow in popularity with consumers, marketers are catching up on the trend. From IHOP's recent change to a friendly emoji-esque logo to Domino's Grand Prix win at Cannes for its emoji ordering system, there's no denying that the playful icons have assumed a place in the cultural zeitgeist.
Emogi, a real-time emotional intelligence platform that decodes sentiment, recently conducted a study about emoji use by consumers and asked people to look at digital ads and rate them using emojis. "Not only do emojis capture nuanced feeling that may not be apparent from simple text," said Emogi CEO and founder Travis Montaque, "but it is an easier way for consumers to give advertisers feedback so that they can leverage it to improve their marketing initiatives."
The study yielded interesting results that may help brands better engage with the consumer through timing and the right messaging. Check out the research highlights below:
This story first appeared in the Oct. 5 issue of Adweek magazine. Click here to subscribe.