Emjois are they here to stay? Thanks to Steve Price and Paul Gardner who found this piece interesting enough to interview me on radio to discuss.
If you would like to listen to you can here or the transcript is below :)-
Media, Marketing and Advertising Radio Show:
Steve Well joining us on the line now is Jo Macdermott CEO for the Next Marketing Agency. Shes just written a piece on emojis. Paul and Jo believe that they are very important, and Jo good evening to you.
Jo Thank you
Steve Do you use them all the time?
Jo Im a late convertor actually, Ive only recently started to use them, so Ill have to be truthful
Paul Jo one of the things in the piece you wrote you talked about, we mentioned this just before, do emojis have any place in marketing emails, the real question must be, do emojis have any place in marketing? What do you think? Your paper actually talks about the way work and subject lines. Lets start with emails but then lets talk broader about the other marketing context.
Jo Sure I think they do because they display emotion and marketing at the end of the day really is about connecting emotion and people with brands and emotions and those really go hand in hand with that.
Paul One of the things about the people with say with emails response you get back is, if its in capitals you are shouting at me, its very had to read a tone of that.
Steve Is that right?
Paul People say dont want to put it in capitals I dont want to shout.
Paul You use it all the time, you use capitals all the time
Steve I do
Paul I know you are shouting at me, lets be honest here
Steve I just shout I dont send emails
Paul But emojis actually do the opportunity to really convey that emotion, as you said they stand out and I think you can shorten your subject line so its more easily displayed on the device. Now what are the other benefits it has?
Jo I really do think that were living in a time where we have shorter attention spans so I think its a tool where we can really touch an emotion very quickly and get a smile and we move on. We are in the age that instant gratifications and they certainly tick those boxes.
Paul Is it a fad?
Jo I do think there is definitely elements of that however I dont think weve seen the last of them. Theres a movie coming out next year, an emoji movie and I think if that takes off and then theyll be here for a while yet.
Paul How do you make a movie about emojis?
Jo I know Sony took it up, Sony won the rights to it and its an animated movie which makes sense. So it seems to be that its going to be a visual VI experience where the movie is about someone living in an iPhone or the emojis in the iPhone looking up.
Paul Steve how they make a movie about emojis they made a movie about turtles who were named after famous painters and carried out ninja moves
Steve Its very true
Jo Anythings possible
Paul Jo youre a Next Marketing Agency, you are CEO there, obviously a marketing expert you covered a lot, would you advise your marketing client to get into emojis?
Jo Yeah I definitely think that theres a place for it. If I had an ethics client so in serious trades and things like that absolutely not but theres definitely a place for b to c world and in particular some categories and b to b as well depending on your tone of voice, depending on what you want to say. Its not for everyone but I definitely think that theres a place for it and I would make some recommendations around that.
Paul We went through a stage a number of years ago, 20 or 30 years ago where smiley faces appeared everywhere, Steve would remember that stage. Steve has a lot of clothes with smiley faces all over them.
Paul That he bought in the seventies, are we going to see the same thing, are we going to become emoji wearable with emoji launches and books on everything or is it going to stick to the digital side?
Jo No I think its coming because part of the controversy around with the movie is that there is a guy in Germany who is claiming to own the trademark I guess, copyright over merchandise, hes not the original creator he doesnt take that but yeah he is challenging Sony over trademark around merchandise. So yeah I have a feeling that its going to get bigger before it gets smaller assuming that the movie goes well and I guess if we just look at the recent Pokémon craze, Pokémon is not a new idea, its been around for a while it just came up as a digital experience all of a sudden and people hopped on. So I have a feeling it will similar if the movies good
Steve Knowing we were going to talk about this you both encouraged me to go into my smart phone and go into an area Ive never been before which is Im deep in emoji land now and gone down to objects, now theres a plug as in a two pronged plug that you plug in the wall, why would anyone send an emoji of that? I have discovered theres a microphone there which I think I may be able to use Jo, theres an old even love this Paul an old style transistor radio with the aerial half up.
Paul Dont tell me its call a wireless?
Steve Could be
Paul I think the emojis are emerging more and more, what were seeing now is people starting to adopt them because of course those ones are available, every single person has a smart phone in the world and therefore you cant copyright them you would not use those for a marketing campaign you would try and develop your own surely.
Jo Absolutely and theres plenty of brands that have done that, LOréal for example
Jo For example have done that with hair styling
Steve Give us some examples
Jo So LOréal came up with a stent of emojis around hair styles and colors which they look quite cute actually and there are I guess brands in the US, bigger brands that are following that trend.
Paul So Jo if you were a marketing person and someone walks in the door looking very much like Shane Warne and says I got these emojis how do we market them, what do you say to him?
Jo Get them on Twitter, send them out to your millions of Twitter followers. Yeah Shane Warne would be a great example.
Steve Well hes going to do it and hes going to make money out it I imagine
Jo Absolutely and I would trademark them, definitely get them trademarked and hes the perfect example of a character who has shown a lot of emotion and hes well known for emotion
Steve Hes well known for texting
Jo Texting, emotions, Twitter, it goes hand in hand, hes a perfect candidate
Steve Do you use them Paul?
Paul I do use them occasionally, yeah I do if I got a quick response if somebody sends me a really really long email or SMS or something and I just want to say thanks very much rather than saying thanks very much I might just send a little smiley face.
Steve Or you send back a face yawning
Paul Well one of the ones I have done which was when my football side was completely polex one day I sent two emojis together, one was one with a red face and the next one was the gun next to it. So it was I had no calls for a week after that
Steve Are we talking age specific here Jo although I must admit when your parents now in their 80s, my mother in particular who enjoys being able to use an IPad and IPhone now, shes found them so every message you ever get from your mother now has some sort of strange emoji on it because she realizes she can do it
Jo Yeah absolutely, I think, look, I definitely thinks its probably relates easier to a younger gen but my mother in law has a beautiful Hotmail account and she spends more time of Facebook then anyone I know and Im getting them from my mother in law who is close to 80 as well.
Paul Im not going to ask which ones she sends you
Jo Well Ive been a bit prolific this week because I am a Bulldog supporter
Paul/Steve Oh no
Jo Ive been sending a lot of red white and blue and thats all Ive been saying and I posted it on Facebook after the game against DW West and all I put was red white and blue and I got so many likes and comments just from that and I didnt say anything it was just that was my emotion and didnt say anything, there was nothing said I was just so excited.
Paul Have you got something prepared for Saturday?
Steve Thats what I was going to say
Steve Doesnt that take us into a new territory, you have or do the Doggies have a grand final winning smiling Bull Dog emoji that everyones going to want to send out on Saturday night?
Jo I hope so cause Ill be sending it definitely
Steve The club should do it
Jo The AFL should have own for each every side
Steve Its like to modern version of getting the web poster Paul
Paul Absolutely and thats a really interesting thing look at the concept of it, its fun, it expresses emotion, its easy to do and its free. As a marketing person you would love that proposition to try and sell it.
Steve Well lets hope someones been smart enough to think about that Jo or I suspect Jos going to go away now do that immediately
Paul Smarter than us
Steve Good luck to your bulldogs on the weekend and thanks for helping us out tonight