Panasonic Australia to expand into social media

It has also hired Sydney-based Suede as its digital strategy agency to expand its digital presence.

Martin Hoegh-Guldberg, managing director of Suede said rather than focusing on the channel with corporate websites it wants to turn towards social networks.

The launch includes its expanded range of VIERA Plasma and LCD TVs, Blu-ray Recorders and DVD Recorders, its first wireless home theatre system, mini and micro systems and the LUMIX DMC-GH1 camera.

Steve Rust managing director Panasonic said the company has already been well received in the market with record sales since September last year, including its biggest ever Christmas period.

He said the success caught the company by surprise because it thought the downturn would lead to a downturn in the market.

"We believe that interest in home entertainment will be strong as people retrench to the home," he said.

"Also many people will reward themselves with something in the home to make them feel better.

"We will see the rise of the internet and social media as a tool to research products."

Rust said the company now wants to extend its brand into the world of social media.

"This is new territory for us but we want to be where our consumers are going for advice and discussion," he said.

"People research their products online before going into a store.  Now the landscape is complex and it will get more so in the coming months with the digital TV switch.

"There is an onus on the industry to make it simple for the consumer in helping them to understand. We are going to be smarter in where we invest in marketing."

The Australian Government's timetable for the digital switch over (analogue switch-off) will be phased in across Australia between 1 January 2010 and 31 December 2013.

Hoegh-Guldberg added the company recognises that people spend more time using digital media such as the internet more than watching TV or listening to the radio.

"Our (Suede's) role is to enrich the traditional marketing activities with a set of lively, appropriate relevant online presences and tools that support Panasonic in developing a proactive dialogue with its customers whether they are online, in-store or walking the street out and about with their mobiles," he said.