The telecoms giant Sony Ericsson is investing heavily in on-line marketing according to New Media Age.

Sony Ericsson is to spend close to one third of its total marketing budget on-line in a doubling of its 15% on-line marketing budget in the run up to the important Christmas trading period.

This follows a trend from other retailers investing heavily in there internet brands, the Return On Investment (ROI) from internet related marketing is often considered to be among the best available to marketing divisions, using viral marketing, search engine optimisation (SEO), Pay Per Click (PPC), social networking and the host of other opportunities a web based marketing strategy offers.

Cathy Davies, Sony Ericsson’s director of global marketing, said the company was deepening its commitment to digital as it looked to capitalise on the increasing amount of time consumers spend online.
“Through our digital strategy we’re really trying to communicate, not just tell people to buy our phones,” she said. “We want to give them value.”

Sony Ericsson is using the forth coming James Bond film Quantum of Solace as a hook to promote its Sony Ericsson C902 handset via the Internet in 42 countries from Monday.

The promotion will include an interactive movie that allows users to use the phone to act as a secret agent.
“From our point of view, Bond is the hottest film property on the planet, so we’ve been working on this push for around 14 months,” said Davies. “Digital can offer the full Bond experience and allows us to bring it to life, which is something you can’t do with other media.”