Below you will find my areas of expertise and disciplines within my consulting services. I can work with you and your company on one or all of them depending on your specific needs.

Viral video, display/banner advertising and SEO/SEM, every single touch point to your customers is essential… and it should be continuously tested and improved. Your audience is constantly changing, shouldn’t your ad creative be intelligently changing too?

Viral video I wrote and produced for LifeLock/Celebrity Apprentice.
“Your Name” was dynamically replaced with the actual viewer’s
name. The video was seen millions of times and actually
convinced people to think they won. With tens of billions of advertising banner impressions appearing each month on tens of thousands of websites, the opportunity to reach hundreds of millions of unique users and successfully land a touch point and ultimately a conversion is within your reach. But where do you begin? Site specific buys? Network buys? CPM? CPA? CPC?

I can work with you to define your goals of how you would like your online direct response budget to work within the rest of your marketing efforts. Working together we can develop your online display advertising to originate its own conversions or serve to catch business from the rest of your marketing efforts.

In addition, we will work together to improve your banner advertising creative, increase click throughs and improve their click-to-conversion rate. With my expertise I can work with your designers or I can bring in some of the best direct response ad designers in the industry that will bring you improved results you can see.

We will also work together to better “receive” the clicks to your website. Bring more ubiquity to your ad campaigns and make every click between that initial click all the way to conversion seamless.

In my last position I was responsible for managing all search results for LifeLock; organic, paid search as well as policing trademark term search hijackers. During my tenure, and out of my control, LifeLock had two major public “scandals” with its senior executive management, fifteen lawsuits against the company and over 1,500 negative articles written against it in such publications as Wired.com, the New York Times, CNN.com and others. From my perspective, I see the search space as an arena ready for battle. During my time at LifeLock I was able to reduce the cost of paid search over 95%, to keep the negative stories off of the first page of search results and to reduce the keyword high-jackers by 100%.

I will work with you to define your search strategy. From defining ROI on both branded and non-branded search terms to using positive press for reputation management to using your affiliates to bolster your search results, my ultimate goal is to make you the first clicked result on the search you want to be found on.

78% of consumers trust peer recommendations versus 14% trusting advertisements. Let’s get social! Engage with your members, customers and install base – but don’t just talk TO them…be prepared for an actual dialog. Listen to ALL of them and engage when it is appropriate.


Eye opening statistics about social media

Employing methods to monitor and analyze the social media “cloud of discussion” about your industry and listening to what is being said about your product or your brand specifically is the key to getting started with any successful social media campaign.

Once you know what people are saying, you can engage, steer and drive the conversation. In turn, working together we can drive your audience to know more about you, your product and make a likely purchase with you.

My services include brand and industry social media monitoring, social media audience building, editorial calendar development and ongoing engagement with your audience on your behalf.

At my last company a co-worker came to me and said, “I am tired of the pictures of the people we have on the home page of the website. We should change them because I see them every day.” I replied, “I am not using the website to sell to you, I am selling to the 1 million unique users each month that have never seen those pictures before. Those unique users, when they buy or don’t buy, tell me when it is time to change the pictures.”

When it comes to the web, think beyond focus groups – your audience, big and small, can tell you what will make them convert, where your sales funnel is going and where it should be going. I have experience with improving user interface, improving user experience and improving conversion with hundreds of websites. I can help you set your starting point for multivariate testing and ultimately improve conversion.

In my experience, multivariate testing can consist of diverse and sweeping A/B testing of your website as well as small and subtle color, text or call to action changes. I have seen a lift of 100 basis points from simply changing a button to say “Protect Me Now” from “Get Started.” Your customers are talking and I will make sure I listen and act.

Performance based affiliate advertising is more than just cost effective. Affiliate Partners can serve as your best credible source to new customers and serve as reputation defenders right when you need them the most.

I have direct relationships with all of the major affiliate aggregators giving me access to over 20,000 online affiliates ready to sell your product or service. I see the keys to a successful affiliate marketing program as recruitment, enablement, engagement and brand compliance.

I will work with you to define how affiliates work for you into your overall marketing strategy.

David Burzynski is an online marketing and digital expert with 15 years of solid online and web experience. He has worked with online brands such as MotorTrend Online, Travelocity, LifeLock and with literally hundreds of others. He is an expert in the area of website monetization, improving website user experience and improving transaction conversion.
See The PodFlexPro in Action

In 2008, he formed Smart People On Ice, LLC to serve as a central point for various web projects and the development of several inventions. Most recently Smart People on Ice launched the PodFlexPro (www.podflexpro.com) to fill the need for an iPhone holder that goes with you to the gym, the airplane, at your desk and beyond. All marketing and advertising, website development and video development was produced by Smart People on Ice.

Ultimately, Smart People on Ice brings together some of the best online talents in the area of web production, video production, user interface/user experience improvement and free thinking minds that like to develop new and exciting products.