The technology manufacturer will focus particularly on YouTube to help communicate to consumers how they can use their devices for different aspects of their day-to-day life.
Marcus Frost, Motorola Mobility EMEA senior marketing director, told Marketing Week at Mobile World Congress that social media will help push the brand’s core message on a more personalised level about how it “makes life simpler” through technology.
“YouTube is a great way for consumers to discover more about the brand; it’s not just a list of videos, it brings alive the Motorola ‘Life Empowered’ story,” he said.
The move to hone in on YouTube, which is owned by Google, coincides with the search engine’s near-completion of its $12.5bn (£7.9bn) acquisition of Motorola Mobility.
Frost would not comment further on how the Google acquisition could benefit Motorola’s marketing capability.
Motorola’s increased focus on social media this year will also help to inform the company’s wider above-the-line consumer marketing strategy.
Frost said: “We are blending social media more with customer service and looking at patterns in the conversation about our devices to help inform us going forward.”
Motorola Mobility rolled its Life Empowered positioning early last year alongside the launch of what its UK general manager Andrew Morley said were its “game changing devices”, the Atrix smartphone and Xoom tablet, as it looked to emulate the success of its Razr campaign in 2004 and begin its comeback against rivals such as Apple and Samsung.
Frost says Motorola is now “wide awake” compared to previous years and that marketing has been a “fundamental pillar” to the company’s sales success in 2011.
Motorola Mobility reported a 5% year-on-year increase to $2.5bn in net revenue from its mobile devices in the fourth quarter of 2011.