Sony Ericsson to double online marketing spend

Mobile phone firm Sony Ericsson has announced that it intends to double its online marketing budget for the winter season.

The firm’s advertising spend for internet marketing - which currently stands at 15 per cent of its total budget - is set to increase to 30 per cent.

Sony Ericsson has also launched a major international campaign focused on the release of the new James Bond film Quantum of Solace - from sister company Sony Pictures this month - as part of its increased investment.

The campaign will be supported by a viral drive from seeding experts Unruly Media, as well as an instore push in flagship O2 stores.

Cathy Davies, Sony Ericsson’s director of global marketing, told NMA: “Through our digital strategy we’re really trying to communicate, not just tell people to buy our phones. We want to give them value.”

According to figures published earlier this month by the Internet Advertising Bureau, online commercial spending has increased by 21 per cent.