Advertisers do their best to deliver their message to the right audience. Determining the right group of people is actually easy through the help of Digital Marketing.
It is no secret how targeted ads work for many. Targeted advertising, according to edu.gcfglobal.org, “is a form of online advertising that focuses on the specific traits, interests, and preferences of a consumer. Advertisers discover this information by tracking your activity on the Internet.” These information are usually the websites you visit, keywords, and location. These data are being used by advertisers to show relevant ads that you are most likely to engage in.
But now, there is a new wave of information coming from people that is now being used by advertisers. Emojis.
Emojis are small digital images or icons used to express an idea or emotion, etc. It is so common that every keyboard on smartphones has this, and every person online has used it more than once. It has been one way of expressing or sharing the emotions aside from words or statements by the online population.
And these little statements are being used by advertisements to show you more relevant messages, ads that are appropriate to your emotions.
Since 2016, the popular social media app Twitter has been offering advertisers information about what emojis people are using on the platform.
And this is a gold mine.
Of course, if advertisers want to perfect the relevance criteria in their targeted ads, might as well determine the emotions of their prospective audience.
Twitter thinks that if people tweet a pizza emoji then it is safe to assume that they like pizza so pizza brands like Domino or Yellow Cab could post an ad on their timeline. Or if they are happy or sad, there would be a corresponding ad for that. Just like how Toyota did in 2017. They ran an ad campaign with 83 different versions to match people’s moods and published it on Twitter.
But not all emojis are easy to read or interpret. There are blank faces emoji with no clear meaning. This is when advertisers used artificial intelligence to analyze patterns of emoji use so they will know why. See, the Internet always has their own ways of tracking you.
This innovation is a double-edged sword. Yes, it helps the brand to deliver their message to the right audience, and for the people to see ads they are most likely to connect with. But, this sparks the argument that;Is the Internet really gone too far? Is it an issue of invasion of privacy? Why or why not?
Or maybe, we should just stop using emojis if we feel our emotions are being used or manipulated.