ENGAGEMENT MARKETING SOLUTIONS THAT MOVE THE NEEDLE.

Prepared and submitted by: BURNS MARKETING COMMUNICATIONS

Tracy Earles Digital Marketing Director Phone 970.203.9656 tracye@burnsmarketing.com

Planning your 2013 marketing budget Marketing channels that matter| Fall 2012

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AGENDA

What happened in 2012 in:

Key conclusions to consider for your 2013 marketing budget

Social Media Search Display

Interactive Mobile

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WHAT HAPPENED IN 2012 – SOCIAL (THE BIG 4+)

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WHAT HAPPENED IN 2012 – SOCIAL (THE BIG 4+)

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WHAT HAPPENED IN 2012 – SOCIAL (THE BIG 4+)

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WHAT HAPPENED IN 2012 – SOCIAL (THE BIG 4+)

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FACEBOOK GOES PUBLIC

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FB LOGOUT ADS

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MOBILE SPONSORED STORY ADS FOR EVERYONE

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PROMOTED POSTS FOR (ALMOST) EVERYONE

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FACEBOOK EXCHANGE: FB NOW HAS RETARGETING

Triggit: “4X higher profit,

2.2X higher conversion

rate, 6.5X lower CPA than

traditional exchanges”

Adroll:

“16X ROI on

FBX ads”

TellApart:

“Avg CTR

of 6.65%”

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LINKEDIN COMES OF AGE

_ 175 million members

_ Profitable, with fast growing revenue

_ Revenue passes $1B run rate, growing at 90% (Q/Q)

Hiring

solutions Marketing

solutions

Premium

subscriptions

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LINKEDIN DELIVERS HIGH QUALITY TRAFFIC

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LINKEDIN’S IMPROVED ENGAGEMENT MEASUREMENT TOOLS

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TOOLS FOR TARGETED ENGAGEMENT

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THE MATURING OF SEARCH

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BETTER TARGETING OF MOBILE USERS

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BROADENING RETARGETING

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DISPLAY POISED FOR STRONG GROWTH

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DISPLAY IS GROWING FASTER THAN PAID SEARCH

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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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BURNS WEB TRAFFIC NOW HAS STRONG MOBILE COMPONENT

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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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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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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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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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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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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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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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MANY CHANNELS GUIDE A USER ONLINE

• Identify all communication

opportunities

• Align your efforts for

maximum impact

• Provide responsive design for

the best usability

Marketing channels must work together to build a cohesive picture of your brand offering, and then provide a tailored experience.

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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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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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PLANNING FOR SUCCESS IN TODAY’S ENVIRONMENT

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TIP #1 PLAN BUT REMAIN NIMBLE

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TIP #2 QUALITY VS. QUANTITY

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TIP #3 GET CREATIVE

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TIP #4 START SMALL

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TIP #5 CREATE A MOSAIC

Advertising

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TIP #5 CREATE A MOSAIC

Digital

Identity

Print

Advertising

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TIP #5 CREATE A MOSAIC

Video Email

Interactive Presentations Lead Generation

Social Media Broadcast

Outdoor Mobile

Digital

Identity

Print

Advertising

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TIP #5 CREATE A MOSAIC

Thought Leadership

Packaging

Applications Events

Games Promotional Guerilla

Video Email

Interactive Presentations Lead Generation

Social Media Broadcast

Outdoor Mobile

Digital

Identity

Print

Advertising

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Thought Leadership

Packaging

Applications Events

Games Promotional Guerilla

Video Email

Interactive Presentations Lead Generation

Social Media Broadcast

Outdoor Mobile

Digital

Identity

Print

Advertising

TIP #5 CREATE A MOSAIC

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Tracy Earles

Digital Marketing Director

tracye@burnsmarketing.com

Rob Bean

Interactive Media Director

robb@burnsmarketing.com

Stephanie Fay

Brand Strategist

stephanief@burnsmarketing.com

Burns Marketing

970.203.9656