Not a smile, or how to maintain a balance in the emotional messages

Do you know which clothes are the most popular on Amazon now? - T-shirt with the inscription: "I can communicate only smiles." Today, everything on which the image smiles, is in great demand.

It is not surprising that marketers enthusiastically began to use smiles in their advertising campaigns.
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A little deeper into the Appboy study, which demonstrates a clear marketing obsession with smiles.



So, Appboy has researched about 9000 marketing campaigns using smilies. Compared to last year, the use of emodzhi increased almost 8 times (775%)! And such active use of smiles, animated attractive faces, animals, cute icons continues to grow from month to month by 20% during 2016. In total, customers received about 5 billion "smilie" messages over the past year.

Some interesting data from the company report:

• Android has overtaken iOS in using smilies in pop-up notifications.
• There is an increase in trigger email messages and the number of messages for communication with users. The number of emails with smiles received via mobile devices has increased by 700% in recent months.
• E-commerce and retail are the most active categories in terms of the use of smiles.
• The most popular smiley is “party popper”.

Generally speaking, all categories of applications caught the trend for smiles in advertising messages and began to actively use them, especially considering the data for the last year.



However, experts say that “you will not be full with smiles,” and they should be used wisely, in the context of a full-fledged marketing strategy.

“Brands should not put all their hopes on smiles and think that they can drastically change the indicators of user activities: open rate, click rate, etc. ,” says Marissa Eidlet, vice president of Appboy's marketing direction. “There are many other factors on which the success of a message depends: the tonality, the goal of the campaign, the content of the message, illustrations, and the quality of linking of the landing page. Everything matters, and in the complex. ”

What follows from this? Smiles should be relevant . They need to be used based on the appropriate context. They are needed, first of all, in order to enhance the effect of the content of the advertising message. Measure - first of all .

And how do you feel about smiles in advertising messages and how often do you use them in your marketing strategy? Share your impressions in the comments and polls.



BYYD • Mobile Advertising Platform