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The Emoji Imperative

The Emoji Imperative

Domino’s isn’t exactly known for having the world’s best pizza, but they’re definitely ahead of the curve on one marketing trend: the use of emojis. The pizza delivery service has implemented a system that lets users store their favorite pizza order and then, whenever they’d like to have a pizza delivered, all they have to do is send Domino’s the pizza emoji. It’s quick, simple, and very appealing to their customer base.

[Tweet “#Emojis are able to convey a level of emotional nuance that plain text cannot.”]

There are those who decry the use of emojis as a sign our culture has entered a freefall from which there is no return. But the writing’s on the wall: according to this report from Brandweek, emojis have become a preferred communication tool for social media users of all ages. Emojis are able to convey a level of emotional nuance that plain text cannot; they make it easier and faster for users to accurately share their feelings on any given topic. 84% of women and 75% of men report that emojis express their feelings more accurately than words.

As a jewelry brand, this is very important information to have. Understanding the nuanced set of emotions that lead a customer to choose your designs is a complex process. Distilling those emotions into a single symbol the way Domino’s did is a challenging undertaking and may take some time. In advance of this, it’s a good best practice for brands to identify a suite of emojis – the diamond ring, diamond, and bride are great for bridal jewelry – that can be used to reinforce the emotional experience customers have when viewing their content on social media.

Emoji use is not limited to any one age group. 92% of the online population uses emojis, with nearly a third reporting they use the symbols several times a day. Younger people tend to use emojis more often, but nearly two-thirds of people who have achieved the advanced age of 35 (!) report using emojis regularly. If you’re looking for one simple way to strengthen your bond with your social media followers, consider adding emojis to your messaging. It can really help.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office