Want better results from your 2013 digital marketing budget? In this one-hour webinar, B2B and B2C marketing executives and managers will gain valuable insight into interactive marketing that drives the brand and focuses on conversion. Learn more about search marketing, social media advertising and engagement, banner advertising, and mobile marketing designed to keep the conversation going with your customers. As a full-service marketing agency, Burns Marketing offers a team of proven digital experts who ensure that digital marketing performance also strengthens the brand. The result: powerful results that move the needle and reinforce existing brand messaging. To learn more, visit www.burnsmarketing.com.

1. ENGAGEMENT
MARKETING
SOLUTIONS THAT
MOVE THE NEEDLE.
Planning your 2013 marketing budget
Marketing channels that matter| Fall 2012
Prepared and submitted by:
BURNS MARKETING COMMUNICATIONS
Tracy Earles
Digital Marketing Director
Phone 970.203.9656
tracye@burnsmarketing.com

2. AGENDA
What happened in 2012 in:
Social Media Search Display
Interactive Mobile
Key conclusions to consider for your 2013 marketing budget
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3. WHAT HAPPENED IN 2012 – SOCIAL (THE BIG
4+)
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4. WHAT HAPPENED IN 2012 – SOCIAL (THE BIG
4+)
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5. WHAT HAPPENED IN 2012 – SOCIAL (THE BIG
4+)
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6. WHAT HAPPENED IN 2012 – SOCIAL (THE BIG
4+)
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7. FACEBOOK GOES PUBLIC
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8. FB LOGOUT ADS
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9. MOBILE SPONSORED STORY ADS
FOR EVERYONE
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10. PROMOTED POSTS FOR (ALMOST) EVERYONE
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11. FACEBOOK EXCHANGE: FB NOW HAS Adroll:
RETARGETING “16X ROI on
FBX ads”
TellApart:
“Avg CTR
of 6.65%”
Triggit: “4X higher profit,
2.2X higher conversion
rate, 6.5X lower CPA than
traditional exchanges”
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12. LINKEDIN COMES OF AGE
_ 175 million members
_ Profitable, with fast growing
revenue
Premium
_ Revenue passes $1B run rate, subscriptions
growing at 90% (Q/Q)
Hiring
solutions
Marketing
solutions
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13. LINKEDIN DELIVERS HIGH QUALITY TRAFFIC
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14. LINKEDIN’S IMPROVED ENGAGEMENT
MEASUREMENT TOOLS
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15. TOOLS FOR TARGETED ENGAGEMENT
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16. THE MATURING OF SEARCH
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17. BETTER TARGETING OF MOBILE USERS
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18. BROADENING RETARGETING
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19. DISPLAY POISED FOR STRONG GROWTH
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20. DISPLAY IS GROWING FASTER
THAN PAID SEARCH
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21. RECOMMENDATIONS FOR 2013
_ It’s time to explore Facebook advertising more, even for B2B
_ Your B2B social media communications strategy should
include a LinkedIn specific component
_ Your paid search campaign needs to accommodate specific
features for mobile
_ It’s time to revisit banners, starting with retargeting, and
incorporate them into your multichannel promotion plans
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22. BURNS WEB TRAFFIC NOW HAS STRONG
MOBILE COMPONENT
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23. WHAT HAPPENED IN 2012 – INTERACTIVE
The megatrend is mobile. The explosion of devices and
doubling of web traffic from mobile sources in the last
year are changing the playing field – again.
How can you adapt and take advantage of it?
_ Understand the change in behavior
_ Embrace a multichannel reality
_ Incorporate SMS and digital publishing
_ Utilize responsive web design
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24. MOBILE BEHAVIOR
Mobile devices have changed the way
people consume and process information. It
has radically changed their expectations of
engagement.
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25. COMMUNICATION ACROSS MANY DEVICES
With millions of new users and hundreds of new devices
being launched into the U.S. market, it’s critical to
understand your customers technology preferences and
how to cost-effectively deliver content to them.
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26. SMS (TEXTING)
Many people overlook SMS as a marketing vehicle or
write it off as a B-2-C technique. But in a competitive
multichannel environment, it’s an important tactical
consideration.
_ 31% of adults prefer text message
communication over voice.
_ On average, it takes 90 minutes to
respond to an email, but 90 seconds
to respond to a text message (CTIA).
_ 99% of all text message are read by
the recipient in less than 3 minutes
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27. COMMUNICATION ACROSS MANY DEVICES
With millions of new users and hundreds of new devices
being launched into the U.S. market, it’s critical to
understand your customers technology preferences and
how to cost-effectively deliver content to them.
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28. DIGITAL PUBLISHING
Digital consumption of content has exploded. Traditional
publications can be repurposed to leverage existing efforts and
open up new delivery channels.
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29. DIGITAL PUBLISHING
USES
_ Magazines and booklets
_ White papers
_ Product guides and
brochures
_ Annual reports
BENEFITS
_ Enhances user interface
and interaction
_ Allows readers to share via
email and social networks
_ Provides interactive
navigation (page flip, page
preview, table of contents)
_ Is indexed by Google
crawlers, providing
comparable SEO
capabilities to landing
pages
_ Can be downloaded as a
PDF and printed.
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30. MANY CHANNELS GUIDE A USER ONLINE
Marketing channels must work together to build a
cohesive picture of your brand offering, and then
provide a tailored experience.
• Identify all communication
opportunities
• Align your efforts for
maximum impact
• Provide responsive design for
the best usability
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31. RESPONSIVE DESIGN
A website is responsive when the output automatically responds
appropriately to the device viewing it. While the approach takes
additional planning, it allows for better reuse of content across
multiple devices.
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32. RECOMMENDATIONS FOR 2013
_ Start with a review of current web analytics to gain customer
insight data.
_ Optimize your website for responsive or mobile layout.
_ Identify opportunities to deliver existing or new services using
an application or through mobile web.
_ Consider how SMS might be used to stay in touch or engage
your target audience in a new way.
_ Give offline content new life through creative
digital publishing.
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33. PLANNING FOR SUCCESS
IN TODAY’S
ENVIRONMENT
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34. TIP #1 PLAN BUT REMAIN NIMBLE
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35. TIP #2 QUALITY VS. QUANTITY
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36. TIP #3 GET CREATIVE
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37. TIP #4 START SMALL
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38. TIP #5 CREATE A MOSAIC
Advertising
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39. TIP #5 CREATE A MOSAIC
Print
Identity
Advertising Digital
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40. TIP #5 CREATE A MOSAIC
Outdoor Mobile
Print Social Media Broadcast
Identity Interactive Presentations Lead Generation
Advertising Digital Video Email
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41. TIP #5 CREATE A MOSAIC
Outdoor Mobile Games Promotional Guerilla
Print Social Media Broadcast Applications Events
Identity Interactive Presentations Lead Generation Packaging
Advertising Digital Video Email Thought Leadership
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42. TIP #5 CREATE A MOSAIC
Outdoor Mobile Games Promotional Guerilla
Print Social Media Broadcast Applications Events
Identity Interactive Presentations Lead Generation Packaging
Advertising Digital Video Email Thought Leadership
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43. Burns Marketing
970.203.9656
Tracy Earles
Digital Marketing Director
tracye@burnsmarketing.com
Rob Bean
Interactive Media Director
robb@burnsmarketing.com
Stephanie Fay
Brand Strategist
stephanief@burnsmarketing.com
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