By Laura Schill

Back in the early 2000’s, if a user wanted to add emotion to a text message, they had to put together a combination of punctuation mark, letters and numbers to create symbols. This was the only way to convey some sort of feeling or emotion besides using punctuation. Making smiley faces with a semi-colon and parenthesis is definitely a way of the past and with new technology came emojis.

What exactly is an emoji? Emoji’s or emoticons are small digital images or icons that express an idea. Emoji’s are a popular way to enhance a text message conversation and can be used as shorthand to ask/answer questions. Emoji’s are a growing trend, especially with Millennials and Gen Z. It is important, as marketers, that we are able to adapt to these types of digital trends.

Some companies have already started to use emoji’s in their marketing campaigns. For example, Dominos was quick to jump on this bandwagon. Domino’s created a system for customers Dominos_TweetYourDominosOrder15to order their favorite pizza by sending a pizza emoji to Domino’s twitter account. How does this work? A customer signs up for a profile on, which includes setting up an order, address and a payment. The customer then attaches it to their twitter account.  This is an interactive way for Domino’s to connect with their customers.

Best Buy is also trying to capture the attention of Millennials and Gen Z with their ad series entitled “Back to College” with Adam DeVine. During the commercial series, Best Buy features an app that customers can download with funny “Adamoji’s” to send to friends.

Emoji’s certainly are a fun and easy way for a company to communicate with its users and build brand awareness. As the number of smartphone users are increasing every year, these digital trends are important for companies to understand and adapt to in order to be able to connect with a larger portion of their customer base.