Sometimes I feel like a really dreary arbiter of good taste. When a colleague recently told me about a client using emojis in their B2B email copy I rolled my eyes like a cartoon character.
Then she told me about the results and I had to auto-correct the eye roll, at cartoon speed.
Then she told me that this campaign was happening in France, that bastion of insouciant cool. After I had fallen from my chair, slapped my hand on my forehead and LMAO (if only it were that easy) I decided that it might be time for me to take notice of the emoji in B2B copy.
Is it a short cut to creating connection, a fad? Or instead is it interesting to think about the role of emotion in B2B marketing which in my opinion is often under represented.
What do you think? :)
As a copywriter there is no shortage of things to be furious about. Lazy copy, flabby copy, copy that’s not as clever as it thinks it is – sometimes being a copywriter in the wild is easier when you simply don’t look up. But amongst the legitimate targets of our ire and despair, I personally wouldn’t count the humble emoji. The copywriter, as a guardian of language, would naturally be unsettled by these brassy little symbols, viewing them as a symptom of a mushrooming laziness in which even the use of sentences has become a crippling burden (as a species, we copywriters do have this capacity for melodrama when the alphabet is threatened). But as well as a righteous guardianship of language we should also be pioneering its evolution.