Finding the "Right Shopper at the Right Time"...Online

Jim Lencinski of Google educated us on how we can use digital ads to find the shopper we want to talk to. This is an important task nowadays since many target demographic groups are spending as much time online as they are in front of the TV sets.

In the current economy, people are watching every dollar they spend. Consequently, they research the purchases they intend to make very thoroughly before they buy -- and see online searches as the best way to conduct this research.

Jim advocates the use of both search as well as display (banner) online ads to reach shoppers. Online search ads can communicate deals when they are keyed to search query words; they can keep your brand top-of-mind with a 'virtual end cap'; and can utilize hot-links within the ads to drive qualified leads to your advertorial websites.

Jim also encouraged CPG manufacturers to work together with trade managers, brand reps, customer reps and retailers to unify efforts to dominate search result pages. He also advocates including paid search as a line item in all sales trade collateral budgets.

Shopper Insights in Action 2009 Speaker: Jim Lencinski

Jim Lencinski,
Head of Trade Promotions, Director, Trade Promotions Industry Development Google, Inc.

Utilizing almost 20 years of integrated marketing and online advertising experience, Mr. Lecinski leads the advertising business with Google's major Central Region clients and media agency partners. He has expertise in brand and creative strategy, marketing plan development, consumer lead generation, marketing analysis, optimization and consumer insights. Additionally, he has a strong background in retail and consumer packaged goods.

Mr. Lecinski has held leadership positions at DDB, marchFirst, Young & Rubicam, and EuroRSCG. In addition to his advertising and marketing experience, he is a vintage jazz music collector; he has an M.B.A. from the University of Illinois and a bachelor of arts from the University of Notre Dame.


Jim will be speaking on Wednesday, July 15 at the 11:30am presentation, "Finding the "Right Shopper at the Right Time".. Online." This presentation is part of The Online Channel Summit, in Continental Room C.



Biography courtesy of Mplanet.