MERCADEO Versión en español
General Electric experiments with emojis
Manuela Walfenzao| 21 de julio de 2015
Sydney Lestrud, gerente global de Marca de General Electric, considera que la implementación de emojis ha sido exitosa
General Electric is basing its business on innovation. Now, their new marketing strategy, aimed at millennials, tech-savvies and science lovers, attempts to communicate through new languages, that is why they are incorporating emojis in their campaigns. We try very hard to just pay attention to what our audience or community is already doing -how they are already communicating”, said Sydney Lestrud, Global Brand Marketing Manager for General Electric. “We look at the platforms or social channels where they already are or where they´re tending to migrate to. So for us, we are always very interested in what´s next and what´s around the corner.” For Lestrud, one of the best ways to know the next big marketing trend is to follow young generations. For millennials emojis are a new communication standard. It´s a completely organic way of messaging to mobiles and social networks, two channels that dominate young people´s time and interactions.In 2014 General Electric launched Emoji Science, then they created a web series starring TV scientist Bill Nye. All of this is part of a campaign that uses emojis to explain complex scientific concepts. According to the manager, these initiatives have enjoyed great success among the audience they expected, but also in other sectors.
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