Digital marketing, digital media, digital strategy, sound familiar? Sony Ericsson recently made a commitment to digital marketing and continues to do so. Having a presence online is paramount when consumers are tech-savvy, living in a world of digital media.

Research is at their fingertips. Digital is a marketing channel that is uniquely interactive, progressive, and creative — the kind of experiences customers like using our Xperia smartphones. Through Xperia, the range of smartphones combining the newest Android platform with the reliable best of Sony, Sony Ericcson would like to be recognized as the Communication Entertainment brand.

Digital never shuts off; it’s always ready, waiting, and available whenever the consumer wants to be entertained. At the heart of our digital strategy is Facebook. An engaging consumer space, Facebook, above other social media, has opened up possibilities to encourage back-and-forth communication with customers in ways that were never available before. It’s always changing, and we’re always learning along with our online customers in order to adapt and improve. It allows us to be part of a flexible global organization.

This year, Sony Ericcson ran a Facebook campaign called Xperia Social Xperiments along with our agency, Iris Sydney, that involved a live experiment right through the channel of social media. The experiment? Locking Melbourne stand-up comedian Tommy Little and his Xperia smartphone in a room with a video link. The challenge? For Tommy to rack up as many Facebook likes as he could, using his video link, in eight hours. Tens of thousands of users watched him, an achievement that wouldn’t have been even conceivable without Facebook. This is exactly what digital media and strategy is all about.

Besides being able to engage the market in a fun, interactive manner, as a channel, Facebook also functions as support and service for our customers. “Fans” of our page can find support for their mobile devices there as well. We have a team who work with customer service. Co-marketing also plays a role in Facebook and vice versa; we’re linked with numerous retailers in Australia, who are also investing in Facebook. Connections of communities and business spreads awareness for new services and products, bringing consumers closer to businesses and businesses closer to each other; everyone wins.

Furthermore, Facebook isn’t confined to Facebook — that is, it’s able to be integrated across the web. Our website www.sonyericsson.com features a “like” button, used by upwards of 6m. Facebook has been integrated into our Xperia smartphones, allowing users to access Facebook immediately without needing access to Facebook itself — for example, by being able to “like” friends’ photos directly from their phone’s photo gallery.

When marketing and social media combine in the digital landscape, it creates an ever-changing arena of brands making strong forays into the valuable market. Google’s Google+ is an example. Everyone is still talking about Facebook: what’s next? Sony Ericcson will be watching.

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